Eksplorasi Preferensi Wisatawan Domestik Menggunakan Analisis Sentimen pada Hotel Luxury di Bali

https://doi.org/10.35912/simo.v6i2.4702
Published: Jul 22, 2025

Abstract:

Purpose: Competition in Bali’s hospitality industry is intensifying due to the growing number of star-rated hotels and available room capacity. This trend is driven by globalization, digital advancements, and changing consumer demands for service quality. This study aims to analyze domestic tourists’ preferences through sentiment analysis of online reviews to help optimize room occupancy rates.

Methodology/approach: Using a text mining approach with the Naïve Bayes algorithm, this study analyzes 429 Tripadvisor reviews of The St. Regis Bali Resort. Data was collected via web scraping using Python, covering reviews from the past five years to reflect current guest preferences.

Results/findings: The results show that 80.19% of the reviews express positive sentiment, indicating high satisfaction with service quality, staff professionalism, room comfort, and a strong brand image. The Naïve Bayes classifier achieved an accuracy of 83.72%, performing well in identifying positive sentiment, though less effective for neutral and negative reviews due to class imbalance.

Conclusion: Sentiment analysis using Naïve Bayes effectively captures positive guest sentiment, though further refinement is needed for neutral and negative classifications. These insights support more precise service improvements and marketing strategies to boost loyalty and occupancy.

Limitations: This study is limited to Tripadvisor reviews of a single luxury hotel in Bali, which may affect the generalizability of the findings.

Contribution: The study highlights the strategic value of guest reviews in informing hotel decision-making, helping to tailor services and promotions to meet domestic tourists’ preferences more effectively.

Keywords:
1. Guest Preference
2. Occupancy
3. Sentiment Analysis
4. Tipadvisor Review
Authors:
1 . Ni Putu Erika Dita Amarawati
2 . Putu Diah Sastri Pitanatri
3 . Kadek Andita Dwi Pratiwi
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How to Cite
Amarawati, N. P. E. D., Pitanatri, P. D. S., & Pratiwi, K. A. D. (2025). Eksplorasi Preferensi Wisatawan Domestik Menggunakan Analisis Sentimen pada Hotel Luxury di Bali. Studi Ilmu Manajemen Dan Organisasi, 6(2), 499–510. https://doi.org/10.35912/simo.v6i2.4702
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Vol. 6 No. 2 (2025): Juli
Articles
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    Somawati, N. L., Arthini, N. N. S., Adnyana, I. M. S., & Iswarini, N. K. (2022). Preferensi tamu terhadap pelayanan Room Attendant di Doubletree by Hilton Johor Bahru pada masa pandemic covid -19. Journal of Hospitality Accommodation Management (JHAM), 1(1), 34–42. https://doi.org/10.52352/jham.v1i1.715

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  1. Adiatma, D., Syuyaman Rukma, D. F., & Farisya, G. (2022). Pengaruh Promosi Terhadap Tingkat Hunian Kamar Di Favehotel Cimanuk Garut. Jurnal Industri Pariwisata, 5(1), 68–78. https://doi.org/10.36441/pariwisata.v5i1.987
  2. Aguilar-Moreno, J. A., Palos-Sanchez, P. R., & Pozo-Barajas, R. (2024). Sentiment analysis to support business decision-making. A bibliometric study. AIMS Mathematics, 9(2), 4337–4375. https://doi.org/10.3934/math.2024215
  3. Agung, A., Rama, G., Ningrat, K., Desak, N., Santi, M., & Chintia, N. W. (2024). Pengaruh Online Customer Review di Tripadvisor Terhadap Minat Pemesanan Kamar di Hotel Fairfield by Marriott Bali Kuta Sunset Road. 03(10), 1639–1650.
  4. Bawana, T. A., Mansor, F., Syariah, B. J., & Noordin, K. (2024). Gauging Customer Sentiment Regarding Indonesian Islamic Digital Banks. c, 101–118. https://doi.org/10.21111/aliktisab.v8i2.12838
  5. Chang, Y. M., Chen, C. H., Lai, J. P., Lin, Y. L., & Pai, P. F. (2021). Forecasting hotel room occupancy using long short-term memory networks with sentiment analysis and scores of customer online reviews. Applied Sciences (Switzerland), 11(21). https://doi.org/10.3390/app112110291
  6. Damayanti, A., Arifin, R., & Rahmawati. (2023). Pengaruh Kualitas Produk Dan Online Customer Review Terhadap Keputusan Pembelian (Studi Pada Pembelian Produk Kosmetik Wardah Melalui Online di Universitas Islam Malang). Riset, Jurnal Prodi, Manajemen Fakultas, Manajemen Unisma, Bisnis, 12(01), 510–518.
  7. Ding, K., Choo, W. C., Ng, K. Y., & Zhang, Q. (2023). Exploring changes in guest preferences for Airbnb accommodation with different levels of sharing and prices: Using structural topic model. Frontiers in Psychology, 14(February), 1–15. https://doi.org/10.3389/fpsyg.2023.1120845
  8. Hadi, H., & Kasmita, K. (2021). Pengaruh Faktor Internal dan Faktor Eksternal Terhadap Tingkat Hunian Kamar Hotel di Kota Payakumbuh. Jurnal Kajian Pariwisata Dan Bisnis Perhotelan, 2(3), 234–242. https://doi.org/10.24036/jkpbp.v2i3.42572
  9. Iskandar, H. (2022). Analisis Pengaruh Kualitas Produk terhadap Keputusan Pembelian di Restoran Remaja Kuring Serpong. Jurnal Manajemen Perhotelan Dan Pariwisata, 4(2), 75–89. https://doi.org/10.23887/jmpp.v4i2.43909
  10. Kadir, P. A. (2020). Strategi Marketing melalui Online Travel Agent dalam Meningkatkan Tingkat Hunian Kamar di Training Center Damhil Universitas Negeri Gorontalo. Ideas: Jurnal Pendidikan, Sosial Dan Budaya, 6(2), 147. https://doi.org/10.32884/ideas.v6i2.276
  11. Karnita, Aprilia, L. (2021). Pengaruh Persepsi dan Preferensi Tamu Terhadap Keputusan Menginap di Hotel Syariah Kota Bandung. Tourism Scientific Journal, 6(2), 167–186. https://doi.org/10.32659/tsj.v6i2.108
  12. Khusnul Khotimah, A. (2024). Analisis Sentimen Terhadap Kualitas Pelayanan. JATI (Jurnal Mahasiswa Teknik Informatika), 8(3), 3044–3048. https://doi.org/10.36040/jati.v8i3.9520
  13. Muslim, G. A., & Millanyani, H. (2022). Analisis Preferensi Pemilihan Hotel Di Bandung Pada Konsumen Usia Produktif. Jurnal Ilmiah Manajemen, Ekonomi, & Akuntansi (MEA), 6(3), 550–569. https://doi.org/10.31955/mea.v6i3.2410
  14. Natasha, I., & Are, R. La. (2019). The Impact of Online Reviews and Ratings on Customer Hotel Preferences, Case Study: Tripadvisor. Iconiet Proceeding, 2(4), 302–311. https://doi.org/10.33555/iconiet.v2i4.48
  15. Pramudyawati, H. (2024). Perubahan Perilaku Konsumen Dalam Keputusan Pembelian Kamar Di Hotel the Luxton Bandung. 2(1), 34–37.
  16. Putra, P., Ayu Sri Puspa Adi, I., & Wayan Sunarsa, I. (2022). Preferensi Tamu Terhadap Pelayanan Tata Graha Pada Masa Pandemi Covid-19 di Hotel X Nusa Dua, Bali. Jurnal Pariwisata Budaya Dan Keagamaan, 1(1), 21–31. https://e-journal.iahn-gdepudja.ac.id/index.php/pyt/index
  17. Rosadi, F. S., Munawaroh, I. S., Wicaksono, G., & Huda, M. N. (2023). Effectiveness and Contribution of Hotel Tax to Regional Income of Badung Regency. ARBITRASE: Journal of Economics and Accounting, 3(3), 533–538. https://doi.org/10.47065/arbitrase.v3i3.469
  18. Sayfuddin, A. T. M., & Chen, Y. (2021). The signaling and reputational effects of customer ratings on hotel revenues: Evidence from TripAdvisor. International Journal of Hospitality Management, 99, 103065. https://doi.org/10.1016/j.ijhm.2021.103065
  19. Somawati, N. L., Arthini, N. N. S., Adnyana, I. M. S., & Iswarini, N. K. (2022). Preferensi tamu terhadap pelayanan Room Attendant di Doubletree by Hilton Johor Bahru pada masa pandemic covid -19. Journal of Hospitality Accommodation Management (JHAM), 1(1), 34–42. https://doi.org/10.52352/jham.v1i1.715
  20. Sunarta, I. N., Rohman, A., & Kawedar, W. (2020). Market competition, perceived environmental uncertainty, supply chain management systems, and organizational performance: Hotel starred in Bali Province, Indonesia. International Journal of Supply Chain Management, 9(2), 669–676.
  21. Wijaya, A. R., Bendesa, I. K. G., & Wiranatha, A. S. (2021). Accommodation Business Competition in Bali: Competitive Strategy for Star Hotel in Sanur. E-Journal of Tourism, 8(1), 70. https://doi.org/10.24922/eot.v8i1.71446