WHAT DO BOOKING.COM REVIEWS SAY ABOUT THE SERVICE QUALITY OF SERBIAN SPA HOTELS?

Abstract

Information and communication technologies are the most important component of modern business. This is especially emphasized in industries whose services are characterized by intangibility and inability to try out services before purchase. Therefore, these industries show extremely high sensitivity to information. Today, the availability of information has reached a higher level thanks to the wide spreading of the Internet. This paper investigates guest reviews on Booking.com website, in order to determine the service quality in Serbian spa hotels. The research included 20 spa hotels, for which a total of 3,617 reviews were analyzed. The data was analyzed through the SPSS platform, using descriptive statistics. The results show that hotel guest are satisfied with service quality in Serbian spa hotels.