Satisfaction with the service quality in Serbian mountain hotels: Analysis of reviews on Booking.com

Service quality in the hotel industry has become one of the most important factors that influence customer confidence building, loyalty and create a sustainable competitive advantage in the turbulent tourism market. Considering that one of the characteristics of the service sector is the inability to try the service before purchasing, the importance of the information has gained particular importance. The aim of the paper is to analyze reviews of Serbian mountain hotels, published on the website Booking.com, in order to determine satisfaction with the service quality in mountain hotels in Serbia. The research included 26 mountain hotels, for which a total of 5,292 reviews were analyzed. The results showed that the reviewers were generally satisfied with the quality of hotel service in Serbian mountain hotels. The significance of this research is that it provides insight into the service quality in mountain hotels, from the perspective of hotel guests. The obtained results can help hotel managers in making good business decisions regarding the quality of hotel service.