A social media analysis of the contribution of destinations to client satisfaction with hotels

• The rating of a hotel on social media (a proxy for client satisfaction) depends on the destination in which the hotel is.
• 14.0% of the rating the hotel obtains in social media can be attributed to the destination in which the hotel is placed.
• After adjusting for identifiable factors, an 11.4% of the rating that is caused by other aspects of the destination.
• Hoteliers should work with DMOs to improve destinations, as an important part of their rating depends on the destination.
• The satisfaction of clients increases as the number of stars increases and WiFi is the most valued amenity by guests.

To what extent do the ratings of hotels in social media depend on the hotels themselves and to what extent do they depend on the destination of the hotel? That is, if we were able to place a hotel with the same characteristics and services at two different destinations, would both have the same rating or would they differ? By using multilevel regression analysis, we have quantified the extent to which differences in client satisfaction with hotels can be attributed to the destination in which the hotels are located. We have measured this through ratings provided through social media outlets. Data downloaded from TripAdvisor from a sample of 7173 hotels were used. After controlling for specific variables, an 11.38% of the variance could be attributed to the destination. Thus, both hotels and destination management organizations (DMOs) are involved in client satisfaction and must work jointly to secure it.