Online review data analytics to explore factors affecting consumers’ airport recommendations

Abstract

Purpose

The main objective of this study is to determine the factors that have the greatest impact on travelers' opinions of airports.

Design/methodology/approach

11,656 customer reviews for 649 airports around the world were gathered following the COVID-19 outbreak from the website that rates airport quality. The dataset was examined using hierarchical regression, PLS-SEM, and the unsupervised Bayesian algorithm-based PSEM in order to verify the hypothesis.

Findings

The results showed that people’s intentions to recommend airports are significantly influenced by their opinions of how well the servicescape, staff, and services are.

Practical implications

By encouraging air travelers to have positive intentions toward recommending the airports, this research offers airport managers decision-support implications for how to improve airport service quality. This will increase the likelihood of retaining more passengers.

Originality/value

This study also suggests a quick-to-implement visual decision-making mechanism based on PSEM that is simple to understand.

Citation

Kim, C., Lee, J. and Lee, K.C. (2024), "Online review data analytics to explore factors affecting consumers’ airport recommendations", Information Technology & People, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/ITP-07-2022-0542