INVESTIGATING EXPERIENCE OF CHINESE TOURISTS WITH BRANDED HOTELS IN SERBIA: A CASE STUDY OF BOOKING.COM

Insight into the guest satisfaction and dissatisfaction is one of the most important tasks of any hotel. This insight can give hotels an opportunity to learn about their weaknesses and how they can remove them. Today, thanks to technological advances, guest satisfaction can be learned even after they leave the hotel. One way is to analyze the reviews on online platforms such as Booking.com. The aim of the paper is to analyze online hotel reviews produced by Chinese tourists on Booking.com to identify factors that lead to their satisfaction and dissatisfaction with branded hotels in Serbia, and therefore provide valuable information for the managers of these hotels. Chinese tourists were selected because of their growing importance in tourism in Serbia. The research included 249 reviews of Chinese tourists, whose analysis gained insights into how satisfied these tourists are and what needs to be improved.