CONSUMERS’ PERCEPTIONS OF SERBIA’S HOTEL PRODUCT QUALITY
This study is concentrated on the analysis of consumers’ perceptions of Serbia’s hotel product quality. A total of 71,700 reviews of 240 hotels taken from the Booking.com portal are analysed regarding the features of ‘Cleanliness’, ‘Comfort’, ‘Location’, ‘Facilities’, ‘Staff’, ‘Value for Money’, and ‘Free Wi-Fi’. By applying Kruskal-Wallis H and Mann-Whitney U tests, the differences between the rating scores of these features for different hotel groups have been investigated. The findings indicate that category-wise hotels can be subsumed under two groups among whose scores for the features of ‘Cleanliness’, ‘Comfort’, ‘Facilities’ and ‘Location’ there are statistically significant differences, whereas within the groups they seem to be irrelevant. The first group consists of 5-star and 4-star hotels, and the second consists of the remaining hotels. The results also point out that the 5-star and 4-star hotel guests, although satisfied with the service quality, think that the rates are too high. The hotels are also grouped by their location. These results do not yield a statistically significant difference of the review values of the observed features between these hotel groups, but significant differences are identified within the group of city hotels regarding ‘Cleanliness’ and ‘Value for Money’ features.
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