REVISED

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The Online Ratings and Comments of Guests of a Standard Class

Hotel in Bacolod City: Sequential Explanatory Mixed Methods Study
Joereyn Gonzalodo
Bianca Hechanova
Carolyn Lasugas
Bea Jezzel Macahilig
Keith Iriz Patacsil
Phoebe Kate Tugaff
A Research Paper Presented to

The Faculty of School of Hospitality and Tourism Management
La Consolacion College Bacolod
Bacolod City
In Partial Fulfilment of the Requirements

for the Degree Bachelor of Science in Tourism Management
March 2021
APPROVAL SHEET
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This Thesis entitled “ The Online Ratings and Comments of Guests of a Standard
Class Hotel in Bacolod City” prepared and submitted by Joereyn Gonzalodo, Bianca
Hechanova, Carolyn Lasugas, Bea Jezzel Macahilig, Keith Patacsil and Phoebe Kate
Tugaff in partial fulfillment of the requirements for the degree of Bachelor of Science in
Tourism Management, has been examined and recommended for Oral Examination.
CARMEN C. MENES, PhD

Adviser
Panel of Examiners
Approved by the committee on the Oral Examination with a rating of ________.
LEANE ADELE L. LINAUGO, CGSP, MBA

Member
THERESA JENNIFER H. MENDOZA, CGSP, LPT, PhD

Member
ISMAEL A. HAGUISAN III, CGSP, LPT, PhD

Chairman
Accepted and approved in partial fulfillment of the requirements for the degree
Bachelor of Science in Tourism Management.
BANILINE JONE V. ABANTAO, DBA SR. JOAN BC. INFANTE, OSA, PhD, SThD
SHTM Dean Vice President of Academic Affairs
DEDICATION
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This study is wholeheartedly dedicated to our beloved parents who have been our
greatest inspiration throughout this work and the one who gives us encouragement,
guidance that is never ending, who continually provide their moral, spiritual and
emotional support.
To our brothers, sisters, relatives, mentors, friends and classmates who have
shared our thoughts and knowledge, we are also the one who guides us to accomplish this
study.
To our Alma Mater, La Consolacion College Bacolod; for shaping us to be
excellent students, and the one who develop our skills in order to succeed in life.
And lastly, we dedicated this book to our Almighty God who is always watching
over us. We thank you for the guidance, power, and strength and for giving us blessing
with our parents in order to sustain our needs to achieve what we have right now, for the
skills and healthy life. All of these, we offer everything we do to you.
ACKNOWLEDGMENT
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First and foremost, we would like to express our deepest gratitude and special
thanks to our adviser Carmen Menes, PhD for the guidance and continuous support for
our research; for her patience, motivation, keenness, and immeasurable knowledge that
led us to the right path. Her guidance helped us in all the time of research and writing of
this thesis. Hence, we consider ourselves as fortunate individuals, as we were provided
with an opportunity to have the best adviser and mentor for our research study.
We extend our sincere thanks to all members of jury; Theresa Jennifer H.
Mendoza, CGSP, LPT, PhD, Ismael A. Haguisan III, CGSP LPT, PhD, and Leane Adele
L. Linaugo, CGSP, MBA for taking the time to improve our study and for always giving
us constant encouragement and advice, despite of the busy agendas. Moreover, we thank
them for offering us valuable suggestions for this study and for agreeing to read the
manuscript and to participate in the defense of our thesis entitled “The Online Ratings
and Comments of Guests of a Standard Class Hotel in Bacolod City”.
Abstract
Online consumer reviews have come to fulfill a very important role as the source
of information in the acquisition of a service or booking in the hospitality sector and they
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are used considerably by consumers to inform them of accommodation. This study

intended to vividly describe the comments of guests in a Standard Hotel in Bacolod City.
A mixed methods research design was used. Trustworthiness or truth value of qualitative
research and transparency of the conduct of the study are crucial to the usefulness and
integrity of the findings. These criteria include credibility, dependability, confirmability,
and transferability. The quantitative results and themes for qualitative that the researchers
gathered from the methodology and its much-needed inferences for the research
formulation of hypothesis. The guests’ rates and comments are highly based on subjective
manners wherein, in terms of sex as the used independent variable of the study still
yielded equal results in 3 different samples in accordance to men, women, or neuter
variables.
Keywords: Online Consumer, Booking, Hospitality, Trustworthiness, Credibility,

Dependability, Transferability, Confirmability, Figments, Inquirer
TABLE OF CONTENTS
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Title Page i
Approval Sheet ii
Dedication iii
Acknowledgement iv
Abstract v
Table of Contents vi
Chapter 1 - Introduction
Statement of the Problem 4

Objectives 4
Hypothesis 5
Framework 5
Paradigm of the Study 5
Scope and Limitation 7
Significance of the Study 7
Definition of Terms 8
Chapter 2 - Methodology
Research Design 10
Population, Sample Size, and Sampling Technique 10
Data Gathering Instrument 10
Data Gathering Procedure 10
Rigors of the Findings 11
Ethical Consideration 15
Statistical Treatment of Data 16
Data Explication 17
Chapter 3 – Results and Discussion
Table 1. Mean and Standard Deviation of the Answers 20

Table 2 & 3. ANOVA Single Factor 20
Themes and Sub-themes 21
Chapter 4 - Conclusion and Recommendations
References 33
Appendices 40
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Appendix A: Coding Process 40

Appendix B: Summary of Statements per Theme 41
Curriculum Vitae 42
Chapter 1
INTRODUCTION
Online customer reviews have become increasingly important to the business
world nowadays as more and more users make use of social media platforms to look for
product information (Quambusch, 2015). Today, information regarding a wide array of
products and services is available online through review sites such as TripAdvisor, and
many others (Torres, 2016). As online reviews have become more important to
customers, hotel reviews have also become more common (Ma, 2017). Besides, users are
more likely to trust experiences shared by other travelers than official marketing
advertisements from businesses or experts, because what clients write is objective
(Robbiani, 2016).
Furthermore, online reviews have come to fulfil a very important role as the
source of information in the acquisition of a service or booking in the hospitality sector
and they are used considerably by consumers to inform them of accommodation
(Marketing, 2016). Consumers rely on others’ opinions to help make their own decisions,
and online reviews have become an effective tool providing consumers with information
and even a vicarious virtual consumption experience without actually purchasing the
product (Pongpatipat, 2014). The power of marketing communication has been weakened
by free and easy access to such information; information provided by online peers
influences customer perceptions, preferences, and decisions far more than information
provided by companies (Constantinides & Holleschovsky, 2016).
With the tremendous growth and potential of online consumer reviews, online
reviews of hospitality and tourism are now playing an important role in consumer
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attitudes and purchasing behaviors (Hlee, 2018). The "voluntary" reviews posted on these
sites are thought to be far more valuable and trustworthy than typical survey-based
customer responses because they are based on the customer's free and voluntary opinions
about what he or she experienced and are not elicited or framed by the company or
researchers (Jeong & Mindy Jeon, 2008). This especially holds true in the tourism
industry, given that many potential guests check posted opinions before making their
booking decisions (Melián-González, 2013). According to research, consumers are
willing to put their trust in this eWOM to provide them with information on which to
base their perceptions of firms and, as a result, their purchasing decisions (Browning,
2013).
Moreover, a rating is an evaluation or assessment of something, in terms of
quality, quantity, or some combination of both (Cadet, 2018). Hotel ratings are often used
to classify hotels according to their quality (Lindmark, 2015). Consistently good ratings
from guests will result in a higher net rating than when ratings vary widely from
customer to customer, consistently good ratings depend on consistently positive front
desk interactions (Yuchao Shao, 2017). The higher the hotel rating, the higher price
premium the hotel can charge (Rate & Jost, 2021).
The themes included in this study were Accessibility; Accommodating Staff;
Budget-Friendly; Appreciation with five sub-themes, namely, Hotel, Food, Amenities,
Facilities, and Location; Customer Feedback with three sub-themes, namely, Negative,
Positive, and Observation. Furthermore, accessibility is defined by the transport system,
the spatial distribution of land-use, the individual dimension. In its broadest sense,
accessibility ensures the development of products, services and environments that allow
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everyone to use and derive benefit from them (Gillovic & McIntosh, 2020).
Accommodating staff, the service provider is the tool to translate high quality service
towards hotel guests (Lahap, 2016). Appreciation, the selection of a hotel is influenced by
client satisfaction, as well as service and facility quality (Kim, 2017). Budget-friendly
hotel, provides minimum amenities and services for a lower price than a regular hotel in
the area (Landman, 2021). Customer feedback is information provided by customers
about their experience with a product or service (Pendo, 2017).
This study was done in order to contribute to the development of a standard class
hotel in Bacolod City. This may benefit and give an additional knowledge to hotel
owners, to discover the overall ratings and improve its management or service in a sense
that it may attract more potential customers in the future based on the reviews posted on
trusted websites.
Hence, there is a need for comprehensive research that assesses the online ratings
and comments of guests of a standard class hotel in Bacolod City. The researchers are
motivated to determine the guests’ ratings among the reviews on online platforms. In this
way, we, as researchers, hope to give new perspectives and determine guests’ preferences
in terms of sex.
Statement of the problem
This study determined the online ratings of guests of a Standard Hotel in Bacolod
City.
Specifically, it sought to answer the following questions:
1. What are the guests’ ratings of a Standard Hotel in Bacolod City when the
respondents were taken collectively and grouped according to sex?

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2. Is there a significant difference on the guests’ ratings of Standard Hotel in
Bacolod City when the respondents were grouped according to sex?
Objective
This study intended to vividly describe the comments of guests in a Standard
Hotel in Bacolod City.
Hypothesis
There is no significant difference in guests’ ratings when the respondents were
grouped according to sex.
Framework
It is generally accepted that travel reviews have either positive or negative
impacts on a hotel’s reputation and, consequently, to enhance or detract potential
customers from a hotel (Groeneveld, 2015). According to (Willemsen, 2011), the
usefulness of a review is the primary aspect for users to gauge online reviews. One of the
main reasons for travelers to search hotels’ information online is to plan their trip, and it
would be reasonable to argue that the usefulness of online hotel reviews will no doubt
influence consumer expectations (Zhao, 2015).
In the theories that we researched, the valence of online reviews refers to the
average numerical rating, i.e., positive, negative or neutral reviews, or the absence or
presence of those on websites. Looking into the effect of online reviews for certain hotel
attributes (i.e., services, location, price, room, and cleanliness). (Xie, 2014) showed that
these are significantly associated with hotel performance. More specifically, they showed
that ratings of location and cleanliness positively influence hotel performance, and ratings
of purchase value are negatively associated with performance (Phillips, 2017).

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Ratings from online Comments from online

platforms platforms
It analyzes the ratings in a

It analyzes how the guest
standard class hotel in
perceived the hotel
Bacolod City
Feedback
Figure 1
Scope and Limitation
This study determined the online ratings and comments of guests of a standard
class hotel in Bacolod City. This did not cover other problems that were not related to
this study. From online platforms, we gathered a total number of 632 ratings for
quantitative data and 522 comments for qualitative data covered from January 2018 –
February 2021.
The study was done in the year 2021 with the use of secondary data. By their
strategy, the researchers were able to measure and collect data from the reviews and
comments of the guests on online platforms needed for this study.
Significance of the Study
The results of this study may contribute to the advantage of the following:
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Hotel Owners of Bacolod City. This study may be used to discover their
weaknesses which they can use to be their strength on what they will need to improve on
their services that will make and achieve guest satisfaction.
Hotel Association of Hospitality and Tourism Business. This study may help
them to promote the interests of the players in the commerce, tourism and hospitality
sector.
Researchers. This study may help the researchers to improve their research skills,
strategy, knowledge and be more engaged in research.
Future Researchers. This study may be used as a future reference for a similar
study that will be conducted by another set of researchers. The outcome of this study may
be able to provide the necessary information and literature they need for a successful
research.
Definition of Terms
In order to have a full understanding of this study, it is necessary to have a better
comprehension with the terminologies used. We have defined some of the relevant terms
below.
Comments. A verbal or written remark expressing an opinion or reaction.
Guests. A person who pays for the services of an establishment. (Such as a hotel
or restaurant)
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Standard hotel. A first-class, but not deluxe, standard of operation, construction
and maintenance, including the quality of construction and of the furniture, equipment
and finishes.
Rating. A classification or ranking of someone or something based on a
comparative assessment of their quality, standard, or performance

Chapter 2
METHODOLOGY
This chapter includes the Research Design, Population, Sample Size and
Sampling Technique, Data Gathering Instrument, Data Gathering Procedure, Rigors of
the Findings, Ethical Consideration, Data Explication and Statistical Treatment of Data,
References, Appendices and Sample Size Computation.
Research Design
Research design is a strategic framework for action that serves as a bridge
between research questions and the execution, or implementation of the research strategy
(Oshagbemi, 2017). In this study, a mixed methods research design was used. It is a
procedure for collecting, analyzing, and “mixing” both quantitative and qualitative
research and methods in a single study to understand a research problem. Another method
was sequential explanatory, to use qualitative results to assist in explaining and
interpreting the findings of a quantitative study. It was the collection and analysis of
quantitative data followed by a collection and analysis of qualitative data.
For quantitative, descriptive comparative was used. It exposes weaknesses in
research design and helps a researcher improve the quality of research. The focus of
comparative research is on similarities and differences between units (Miri & Shahrokh,
2019).
For qualitative, document analysis was used. It is a social research method and is
an important research tool in its own right, and is an invaluable part of most schemes of
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triangulation, the combination of methodologies in the study of the same phenomenon
(Sheela, 2018). Analyzing documents incorporates coding content into themes similar to
how focus group or interview transcripts are analyzed (Leary, 2014).
Source of Data
Secondary Data. The data for this study has already been collected through
primary sources and made readily available for the researchers and was gathered from
various online platforms.
Data Gathering Instrument
This study used secondary data collection that involved using already existing
data. It involved adding measurement to a study or research considering the accuracy is
high and easily accessible information. Using the internet to collect secondary data is one
of the most popular methods. Websites have a lot of information that we, as researchers,
used to suit our research needs. We collected data from authentic and trusted online
platforms and depended on the reviews on the websites for our study.
Data Gathering Procedure
Data collection is the process of gathering and measuring information on
variables of interest in a systematic manner in order to answer stated research questions,
test hypotheses, and evaluate outcomes (Megel & Heermann, 2017). Organized step by
PAGE \* MERGEFORMAT ii
step processes were strictly followed by the researchers. They allocated their time to
come up with functional and efficient ways to consolidate and group the reviews and
ratings from the online platforms. After collecting the data, researchers tallied the reviews
and the data were tabulated. After a thorough computation and analysis, researchers
successfully obtained reliable results.
Rigors of the Findings
Rigor can be defined as the criteria for trustworthiness of data collection, analysis,
and interpretation (Prion, 2013). An expectation (common in all research methodologies)
that the researcher is being thorough, responsible, reasonable, and accurate (Williams &
Kimmons, 2019).
Credibility. The basis of any claim to trustworthy knowledge is credibility.
Rather than assume that there is a “truth value” in the research, e.g., the singular truth to
be uncovered, credibility establishes that the representation constructed through research
is indeed valid and believable (Wakkary, 2015). Credibility deals with the focus of the
research and refers to the confidence in how well the data address the intended focus
(Elo, 2014).
In this study, the researchers used secondary data from different online platforms
and used methodological triangulation. The researchers gathered both ratings and
comments of every review on the trusted websites to ensure a more comprehensive data.
In addition to that, the researchers also used data source triangulation which is the use of
a variety of data sources, including time, space and persons, in a study (Rugg, 2013). As
the researchers gathered a variety of data, they allowed an element of cross-checking by
checking it with various sources. It involves the collection of data from different types of
people, including individuals, groups, families, and communities, to gain multiple
perspectives and validation of data (Dicenso, 2014). It is often thought to help in
validating the claims that might arise from an initial pilot study (Burgess & Murcott,
2014).
Triangulation is often used to describe research where two or more methods are
used, known as mixed methods (Heale & Forbes, 2013). It constitutes a rigorous
scientific approach to compensate for weaknesses in the study methodology by
application of different approaches for measuring the same characteristic (Brender,
2006). It is a procedure that enables validation of data and can be used in both
quantitative and qualitative studies (Noble & Heale, 2019) and has been viewed as a
qualitative research strategy to test validity through the convergence of information from
different sources (Carter, 2014).
Dependability. According to (Shenton, 2004), dependability seeks ways to
account for factors of instability and can be demonstrated using an audit trail, code-
recode strategy to determine whether results are similar. The idea of dependability, on the
other hand, emphasizes the need for the researcher to account for the ever-changing
context within which research occurs. The research is responsible for describing the
changes that occur in the setting and how these changes affected the way the research
approached the study (Trochim, 2006).
In this study, the stepwise replication and code-recode strategy were used.
Through stepwise replication, the researchers were divided into two groups with three
members each to analyze the same data gathered separately and then later on, the results
were compared.
Stepwise replication strategy is a qualitative research data evaluation procedure
where two or multiple researchers analyze the same data separately and compare the
results (Chilisa & Preece, 2005). Any inconsistencies that arise from these separate
analyses need to be addressed to improve the dependability of the inquiry, and if the
results of investigations are similar, then dependability of the investigations is achieved
(Gujarati & Porter, 2010).
The code-recode strategy involves the researcher coding the same data twice,
giving one or two weeks’ gestation period between each coding. The results from the two
coding are compared to see if the results are the same or different (Chilisa & Preece,
2005). The code-recode strategy is also referred to as code agreement, whereby the
research process allows multiple observations by the researcher, suggesting that the inter-
rater or inter-observer code the data and compare the coding done by the inter-rater
(Gujarati & Porter, 2010).
Transferability. In plain language, transferability implies that findings in the
present research will be the same as findings in the same situations and research findings
will be suitable for use in future (Ghafouri & Ofoghi, 2016). According to (Vanani,
2019), the
“Researcher facilitates the transferability judgment by a potential user through ‘thick
description’ and purposeful sampling.”
In utilizing the thick description technique, the researchers have observed,
interpreted, and analyzed the situation. With this, the researchers were able to conduct a
coding process, initial themes, and themes from the gathered data. Thick description
involves the researcher elucidating all the research processes, from data collection,
context of the study to production of the final report. Thick description helps other
researchers to replicate the study with similar conditions in other settings (Anney, 2014).
The researcher used the purposive sampling technique in gathering the data. The
non-proportional quota sampling is a technique with small restriction of minimum sample
number of units from each category. It’s not interested in having a number that will
match the proportions of the population. When all data have been initially coded and
collated, and a list of the different codes identified across the data set has been developed.
This phase involves sorting and collating all the potentially relevant coded data extracts
into themes (Braun & Clarke, 2006).
Initial codes may begin to form main themes, and others may form subthemes.
During this phase, it may also become evident that some themes do not have enough data
to support them or the data are too diverse (Braun & Clarke, 2006). Some themes may
collapse into each other while other themes may need to be broken down into separate
themes (Braun & Clarke, 2006). Selected themes will need to be refined into themes that
are specific enough to be discrete and broad enough to capture a set of ideas contained.
Confirmability. The degree to which the findings of the research study could be
confirmed by other researchers. Confirmability is concerned with establishing that data
and interpretations of the findings are not figments of the inquirer’s imagination, but
clearly derived from the data (Korstjens & Moser, 2018). Confirmability assumes that the
findings are reflective of the participants ‘perspectives as evidenced in the data, rather
than being a reflection of my own perceptions or bias (Vanani, 2019).
The researcher used the data audit trail method. The researchers double-checked
the data collected from the online platform to ensure that the data analysis was done
correctly. After validating and re-checking, the researchers updated the cells of the
statements and ensured that the code corresponded. Method checking and rechecking also
helped the researchers to eliminate research errors. The audit trail concept stems from the
idea of the fiscal audit, where independent auditors authenticate a firm’s accounts and
examine them for the possibility of error or fraud (Koch, 2006). This was done to ensure
that the data collected was reliable.
The researcher can demonstrate confirmability by describing how conclusions and
interpretations were established, and exemplifying that the findings were derived directly
from the data. In reporting qualitative research, this can be exhibited by providing rich
quotes from the participants that depict each emerging theme. Confirmability is
concerned with establishing that the researcher’s interpretations and findings are clearly
derived from the data, requiring the researcher to demonstrate how conclusions and
interpretations have been reached (Tobin & Begley, 2004).
Ethical Consideration
We, as the researchers, were aware of the unforeseen circumstances that might
occur before, during and after of this study. We sought to minimize the risk and should
not be subjected to harm in any way. The rights and welfare were protected. Respect also
was executed and expected all throughout the study. We ensured the anonymity of
individuals that participated, safeguarded the confidentiality and anonymity of the data
and circumvented deceptive practices on this study. We showed integrity and managed
transparency in reporting the results. Actions contrary to ethical guidelines were not done
and expressed in the study. We assured that we were in good faith in organizing the study
up to releasing the results or outcome of the study.

Statistical Treatment of Data
For question number 1, the researchers calculated the data by using Mean and Standard
Deviation to identify the guests’ ratings of a Standard Hotel in Bacolod City when the
respondents were taken collectively and grouped according to sex. Standard Deviation
provides an indication of how far the individual responses to a question vary or "deviate"
from the mean (Datastar, 2013). It is a measurement that is designed to find the disparity
between the calculated mean.it is one of the tools for measuring dispersion (Ayeni, 2014).
To answer question number 2, ANOVA Single Factor was used to determine if there is a
significant difference on the guests’ ratings of Standard Hotel in Bacolod City when the
respondents were grouped according to sex. One-way analysis of variance (ANOVA) is a
statistical method for testing for differences in the means of three or more groups. When
comparing the means of three or more groups, it can tell us if at least one pair of means is
significantly different (Sas, 2017).
Data Explication
In this study, the researchers extensively analyzed the data supplied by the Hotel
Ratings and Comments using theme analysis. Thematic analysis is a qualitative data
analysis process that involves searching through a data set to identify, analyze, and report
on repeated patterns. It is a data description approach, but it also incorporates
interpretation in the process of selecting codes and constructing themes. A distinctive
feature of thematic analysis is its flexibility to be used within a wide range of study
questions, designs, and sample sizes (Kwok, 2017).

The first phase was about familiarizing the data. It is important that us
researchers immerse ourselves in our data and become very familiar with it. This is the
stage where we transcribed, read and reread the entire data about the ratings and feedback
of the hotel guests at least once before we proceeded to coding and searching for
meanings and patterns. At this point, we took notes on our initial ideas to run through the
feedback before coding it. The researchers encode the ratings and feedback of the Hotel
guest’s using the MS Excel to note down the positive, negative, and neutral comments to
make sure that the gathered data is accurately transcribed (Maher, 2018).
The second phase was generating initial code. This stage involves the production
of initial codes for our data. We gathered feedbacks from the online platforms and coded
manually, we used MS Excel to organize the data with its website, ratings, sex, and
comments to take notes on the text that we are analyzing. We systematically coded for as
many potential codes and themes as possible for all of our data in this step. Then, we
have coded all of our data, data that is identified by the same code that we have collated
together. Codes can also go beyond the hotel guest’s meanings and provide an
interpretation about the data content (Maher, 2018).
The third phase was searching for themes. With the use of MS Excel, the
researchers have analyzed and sorted out the potential themes by combining similar
codes. We used mind maps and tables to sort our codes. Our themes are made up of a
subset of codes. Some codes may form main themes or sub-themes, whereas other codes
that we used may be discarded or may be kept as outliers. At the end of this stage we
have a collection of themes and sub-themes. Contrarily to find themes is to look for other
terms or synonyms that may sound or be used unfamiliar. To organize the codes, the
researchers have used tables, concepts, and association of ideas for visual representation
(Boström, 2019).
The fourth phase was reviewing themes. In this part, the codes and initial themes
are reviewed by the researchers to confirm if they are the same with the original
statement provided by the hotel guest’s feedback. Theme is not in the index of general
qualitative research text now in a glossary of terms provided. The only way information
on the theme can be found is to scan each section of each article, chapter, or text in an
anthology for the term (Nowell, 2017). This stage involved the refinement of our themes.
Some themes will collapse into other themes whereas some of our themes may need to be
broken down into smaller components. We reviewed the level of the coded data and re-
read all of our data extracts that fit into each theme to ensure that all of our data forms are
coherent patterns. We also reviewed the level of the themes. We consider each theme in
relation to our data. We used a thematic table to help us visualize the relationship
between our themes. By the end of this stage we have a satisfactory thematic table of our
data.
The fifth phase was about defining and naming themes. This part is where
continuous research is done to refine the details of the comments of each theme and
overall ratings and comments conveyed by the analysis, as well as to create simple
meanings and words for each theme (Norris, 2017). We created an overall narrative with
all of our data. We analyzed each theme and its individual narrative. We also identified
whether or not any of the themes contain sub-themes. At this point we officially named
our themes; Accessibility, Accommodating, Budget-friendly, Appreciation with five sub-
themes namely; Hotel, Food, Amenities, Facilities, and Location; Customer Feedback
with three sub-themes namely; Negative, Positive, and Observation. The names we put
must be concise, incisive and immediately give the reader a sense of what the theme is
about. By the end of this phase we will be able to clearly identify what our themes are
and what they are not.
The final phase of this study was producing the report. This part is where the
results of the previous stages are combined and organized. Once themes and their
correlations are fully associated, a research report may be written. The report should
present the analysis in a way that the reader sees as trustworthy. This may involve
including data extracts that distinctly illustrate the themes, as well as discussion of the
decisions that were made during the process of the study (Braun & Clark, 2017). This
stage involves our final analysis and write-up of the report. To consider whoever is our
audience, our data were concise, coherent, logical, non-repetitive, and an interesting
account of the feedback our data tell. We provided sufficient evidence of each theme
using vivid examples from our data. By the end of this stage we had the final report.
Chapter 3
RESULTS AND DISCUSSION
This chapter presents the quantitative results and themes for qualitative that the
researchers gathered from the methodology and its much-needed inferences for the
research formulation of hypothesis.
Quantitative Results
Table 1 shows the guests’ ratings in a standard hotel in Bacolod City when the
respondents are taken as a whole; the overall mean score was 4.00, which is interpreted
as Very Good. If grouped according to sex, the results indicated that Male and Female
have the highest mean score of 4.00, followed by Neuter with mean score of 3.99, which
were all still interpreted as Very Good. All of which has a standard deviation under the
curve of 1.732 and 1.676 respectively that gives respect to the proof that the subject rates
are all close to each other as proven by table 1.
While hotel ratings have accordingly placed an emphasis on service quality, the
measurement in the rating is very subjective (Callan, 2015). It focuses its efforts upon
online reviews that can be found on websites, which display and explain the discrete
ratings and experiences that a guest had with a hospitality organization (Hsu, 2016).
Table 1
Guest’s ratings on a Standard Class Hotel when taken collectively and grouped
according to sex.
Group Mean Sd Verbal Interpretation

Male 4.00 1.732 Very Good
Female 4.00 1.732 Very Good
Neuter 3.99 1.676 Very Good
Overall 4.00 1.713 Very Good
Table 2 showed the guests’ rating in a standard hotel in Bacolod City.
The p value or the probability value is close to 1 thus, where it states that most of
these ratings are due chances alone and not by any factors. Thus, if there are no factors
that represents such data, then we must accept the null hypothesis that states, there is no
significant difference in guests’ ratings when the respondents were grouped according to
sex.
Table 2. Difference in the Ratings of Guests
Groupings X SD P value Significance Status of

@ 0.05 Hypothesis
Male
Female
Neuter
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Qualitative Result
The purpose of this study was to vividly describe the comments of guests in a
Standard Hotel in Bacolod City. In this study, secondary data were conducted through
online reviews, and codes, clusters of meanings, and findings were examined from the
product of initial data which were narrowed to arrive at themes and its sub-themes. After
splitting the redundancy, we trimmed it down into the following essential themes that
emerged namely: 1) Accessibility; 2) Accommodating Staff; 3) Budget-Friendly; 4)
Appreciation with five sub-themes namely, Hotel, Food, Amenities, Facilities, and
Location; 5) Customer Feedback with three sub-themes namely, Negative, Positive, and
Observation. These themes are necessary to determine the comments of guests of a
Standard Hotel in Bacolod City.
Accessibility
When it comes to accessibility, it is often not just a matter of ramps and lifts and
physical access (Hansen, 2017). Access provision needs to be viewed as an inclusive
marketing process, which allows tourism players to realize the potential of ‘accessibility’
for the marketing of tourism products and services to the widest possible client base
(Eichhorn & Buhalis, 2010). When pathways, buildings, places and spaces are built for
people, they need to be accessible, when they are not; people are excluded from
participating in the social or economic activity that is going on in these areas (Fitria,
2013). The service provider is the tool to translate high quality service towards hotel
guests (J. Lahap, 2016).

Some of the guests shared that ‘’The place is very accessible to malls, plaza,
other establishments’’, ‘’It's very accessible to the city’’, ‘’Place is near mall and
convenient wherever you go’’, ‘’Location is accessible to all’’, ‘’Convenient and good
location in Bacolod’’, ‘’One of the nearest hotel in the plaza’’, ‘’A quick walk from the
mall’’, ‘’Accessible’’, ‘’Accessible to public transportation’’, ‘’The hotel is located in the
central part of the city and many local businesses’’, ‘’Hotel is near SM Bacolod’’, ‘’It's
near from the church and the mall’’, ‘’Near to the market and convenience store’’, ‘’It's
very conveniently located’’, ‘’It's very accessible with the jeepney routes’’, ‘’It is close to
the mall’’, ‘’Near a major shopping mall’’, ‘’A hotel near the city plaza’’, ‘’hotel is very
near church, food and SM’’, ‘’Near SM and downtown area’’.
Their statements indicated that the hotel is very convenient to all and it’s near to
most of the establishments in the city. A location that’s hard to find can make things very
difficult for the guests, especially if they are not familiar with the place around. They are
happy about how the location is a prime advantage for them and just easy to spot on.
(Hall, 2014) defined accessibility quality as the ability of the destinations to provide
quality transportation methods to ease the transfer of a person from a location to another
dispersal and rural area (Aguila and Ragot, 2014). These are amenities, attractions,
ancillary services, activities, available tourism packages and accessibility (Buhalis,
2000). Accessibility may be defined as the ease to approach, reach, enter or use a certain
product, service or destination, and it includes elements such as infrastructure(roads,
airports, seaports, railways), transportation equipment (size, speed and range of options
available), operational factors (routes, frequency of services and prices charged), and
government regulations that relate to transport options for example the number of adults
per bus or coach (Akso & Kiyci, 2011; Bajs, 2011; Bennett et al., 2005).
Accommodating Staff
Hospitality has an inseparability characteristic (guests and staff must be present in
the same place at the same time), and it is this simultaneous production and inseparability
of service that can increase the visibility of failures to the guest. (Harkison, 2017). Larger
hotels will require a team of well-trained staff and this presents a different challenge
(Standard, 1930). Research found that friendly, polite, and helpful staff were important
contributors to satisfaction in either full or limited-service hotels (Silva de Almeida &
Soncini Pelissari, 2019). Service quality of staff is the result of the comparison that
customers make between their expectations about a service and their perception of the
way the service has been performed (Staff, 2010).
There were numerous guests that says “The staff are accommodating, very
friendly as well.”, “Staff were nice and accommodating.”, “They were very
accommodating in our needs and very helpful indeed..”, “Provide good food and the hotel
staff are courteous.”, “The smiles and correspondence of the staff were very good.”,
‘’Front desk was accommodating’’,’’Provide good food and the hotel staff are
courteous’’,’’Very accommodating staff’’, ‘’Extremely friendly staff’’, ‘’The staff are
nice though’’, ‘’The service people are very friendly and welcoming’’, ‘’But staff
friendliness and service was A+’’,’’The staff is approachable’’, ‘'Very warm personnel’’,
‘’Polite staff’’, ‘’Courteous attendants!’’, ‘’Staff are so friendly’’, ‘’Staff: you'll really
feel that you're in the 'City of Smiles' with their hospitality’’, ‘’The smiles and
correspondence of the staff were very good’’.

Based on the frequency of words given by several guests, the hotel appears to
have the average quality of service to offer. Which were especially emphasized on where
staff are well-trained, friendly, polite, helpful, good and great quality of service.
Therefore, at the minimum strive to exceed guests’ expectations on these attributes. Staff
should put effort in improving customer service quality and experience. Accommodating
as a harmonizing conflict response. The harmonizing style has a low focus on the agenda
and a high focus on the relationship (Kraybill R., 2005). Workplace accommodations,
such as flexible work schedules or modified job duties, have the potential to play a major
role in the ability of many people with disabilities to participate in the workforce (Hill et
al. 2016).
Appreciation
(Maric, 2016) define the perception of hotel attributes as the degree to which hotel
guests find various services and facilities important for achieving satisfaction with their
stay in the hotel. Providing accommodation and related services to overnight and long-
term visitors, the hotel sector is a fundamental component of tourism (Sadat, 2015). The
quality of hotels is determined by the cleanliness of the rooms, the convenience of the
location, the value for money, and the friendliness of the employees. Based upon
assessing the quality of hotels, consumers could perceive their value by figuring out the
quality (Kim, 2017).
In this study, five sub themes namely hotel, food, amenities, facilities and location
contributed to the formulation of the related articles and sources for the formulation of
the research guidelines.

Hotel. Hotel business, is an economic way in the market conditions in order to
achieve commercial effects, offers accommodation and other hotel hospitality services,
which it uses to meet the needs and motives of guests and visitors, and to ensure the
standard of living for its staff and management (Cerović, Z. 2003). A hotel can be defined
in several ways: “A place which supplies board and lodging” or “A place for the
entertainment of the travelers” (Bhatia, 2006). The hotel industry plays a major role in the
boom of e-commerce (Wong, 2012). Hotel industry found that the type of hotel
influences the effect of online review on business performance (Blal and Sturman, 2014).
Looking into the effect of online reviews for certain hotel attributes (i.e., services,
location, price, room, and cleanliness, it showed that these are significantly associated
with hotel performance (Xie, Zhang and Zhang, 2014).
Some of the guests mentioned that “The rooms are good, clean, nice size and
the staff is very friendly... I'm looking forward to eating dinner tomorrow morning... “,
“good quality hotel with clean room”, “Great food, nice and clean room.”, “Great value,
spacious room, wonderful staff”, “Good value hotel at the heart of Bacolod”,
‘’Outstanding value! Beautiful hotel’’, ‘’Great value, spacious room, wonderful staff’’,
‘’High quality, low price’’, ‘’Nice hotel!’’, ‘’Last minute booking...was pleased with the
hotel’’, ‘’Good hotel for a small price’’, ‘’very good love the place’’, ‘’Great rooms’’,
‘’Good hotel’’, ‘’Reasonably nice hotel,starting to show its age’’, ‘’It’s an older hotel but
is kept very clean’’, ‘’Nice and clean!’’, ‘’The hotel room is nice and clean’’, ‘’Hotel
very good. Very clean.’’, ‘’Decent hotel’’, ‘’Clean and well ventilated’’, ‘’Everything is
worth the price’’.

According to their statements, guests were satisfied with their stay at the hotel.
They were provided with excellent accommodation, services, and friendly staff. The
purpose of the hotel is to provide guests with shelter and food with good comfort during
their stay. It is important to highlight that hotel consumption is very high depending on
the location and services offered. Hotels provide problem-solving services to the guests
around the world every day. Lodging is the core product hotel offers consumers. The
hotel industry is one of the most crucial departments of the tourism industry. Globally,
there is an increasing demand for quality hotel services (Haya, 2001). Among the main
factors of customer satisfaction with hotel service are: staff, room and hotel physical
attributes, food, value for money, location, (Zhou, Ye, Pearce, & Wu, 2014; Limberger et
al., 2016) cleanliness, maintenance, silence, odor, temperature among others. These
factors are verified, in su-mmary, through the 6 attributes of hotel service provided by
TripAdvisor: rooms, service, value for money, location, sleep quality, and cleanliness, on
which the theoretical framework of this article was built (Ren, Qiu, Wang, & Lin, 2016).
Food. Since food is considered to be one of the biggest pleasures during travel,
some hotels are improving their restaurants to make the cuisine itself as well as the
atmosphere and the sur- rounding worth visiting (Tolstikhina, 2019). The quality of food
service is one of the most relevant items of quality perceived by customers (Silva de
Almeida & Soncini Pelissari, 2019).
Multiple reviews shared ‘’Satisfying buffet breakfast’’, ‘’Their buffet breakfast
was heaven. I did not expect it actually’’, ‘’I love the buffet breakfast, it was delicious’’,
‘’Breakfast was adequate and comparable to other hotels in Bacolod’’, ‘’Breakfast was
good with a nice selection for any appetite’’, ‘’Good breakfast’’, ‘’Breakfast is so so’’,
‘’Yummy breakfast’’, ‘’free breakfast was healthy and sumptuous’’, ‘’The breakfast was
okay’’, ‘’Excellent breakfast buffet’’, ‘’I love their food during breakfast’’, ‘’The free
breakfast buffet is really good’’, ‘’Breakfast was great’’, ‘’Okay breakfast’’, ‘’Breakfast
buffet was excellent. I would stay there again’’, ‘’I love that there's a free breakfast. Less
hassle!’’, ‘’Buffet breakfast offered enough choices and the wait service is Good’’.
As were stated above, guests were satisfied with the food of the hotel and
exceeded their expectations. The hotel offers varieties of food to choose from that would
suit their taste during their stay. They can even compare it to the other establishments
because of the great food they have and it seems like they just can’t get enough of it. The
quality of food service is one of the most relevant items of quality perceived by
customers. Food Tourism is travelling in order to search for, and enjoy, prepared food
and drinks (Hall, 2003). Hence, a food tourism destination is a place that tourists are
looking for, and which provides food and beverages for their enjoyment. Ryu et al.
(2012) highlighted the importance of food quality as a measure of customer satisfaction
in the restaurant industry. As a result, five aspects of food quality were adopted from Ryu
et al. (2012), namely: the food is fresh, the food is delicious, the food is nutritious, there
is a variety of menu items and the smell of the food is enticing. One such service is the
food and beverage service which is seen as being as important as the medical services
provided to guests (Bennett, 2004; Lebe, 2006).
Amenities. (Jay, 2011) suggest that “the term amenity is commonly used to
identify luxury items that a hotel gives away to its guests at no extra charge, although the
cost of those items is often hidden in the room rate” and that amenities include elements
beyond the actual room but which are part of the overall package. Upscale Hotels operate
in a highly competitive market and therefore place a strong emphasis on providing
quality service and differentiation through the latest technological amenities (Carina &
Margarido, 2015).
Guests stated that the hotel amenities were “Well air-conditioned and overall, I
had a wonderful experience”, “Clean bed, strong shower, AC”, “All amenities are in
working order” “Although the hotel is not large, the room size is quite large and clean.
Come back next time’, “Great WiFi”, ‘’Good aircon’’, ‘’Amenities’’,
According to the reviews, the hotel guests had a great experience. The guests
were satisfied with their stay due to the hotel's location, ambiance, and amenities. The
hotel also provided the guests with the comfort that they expected, which has a positive
impact on the guests. A thorough review of related literature revealed no empirical
research studies that focused on the proper selection of hotel technology amenities that
meet guest expectations or address the issue of guest satisfaction. Given that
technological amenities are essential to a hotel stay (Beldona & Cobanoglu, 2007). In-
room technology amenities, designed to provide a more comfortable and safe
environment, may include mini-bars, electronic locks and safes, alarm clocks, desktop
computers, entertainment systems, climate control systems, fire annunciator and security
systems, and others (Collins& Cobanoglu, 2008).
Facilities. The management of such hotel facilities plays an important role in
maintaining its high efficiency, competitiveness and a good reputation on the market of
hotel services (Kobyak & Lvovna, 2015). Hotel facilities and the options for the best
practices for a hotel to use in order to be environmentally sustainable (Järvensivu, 2014).
The facilities and quality of service variables have a significant effect on customer
satisfaction variables (Nurcahyo, 2017). "Staff service quality," "Room quality,"
"General amenities," "Business services," "Value," "Security," and "IDD facilities'' are
the seven hotel factors derived from factor analysis (Ahmad, 2008). Service quality and
facilities factor consisted of staffs’ behaviors like politeness and helpfulness, efficient
services, neat appearances and multilingual skills. “Room cleanliness and comfort” is
deemed to be the principal factor and is still important related to overall customer
satisfaction (Baniya & Thapa, 2017).
Only one of the guests said “Great rooms. Love how you have separate rooms
for eating and smoking..and other stuff..”
This is reflected on the review that the hotel offers average facilities which cater
to great rooms, good security and good quality services. Despite those negative
comments that they lack in car parking space, gift shop, swimming pool, and spa. The
hotel recuperates in a way that front desk staff and other staff of the hotel are in good
service for the guests. Facility is an effective form of outreach business management
which aims to provide relevant, cost-effective services to support the main business
activities (core business) and allow them to optimize. As follows from several studies
(Potkany, 2011) or (Stacho, Urbancova, Stachova, 2013). Facilities management in hotels
as the management of constructed facilities and organizational assets to improve their
efficiency and add value to their performance and services. (Okoroh MI, Jones C, Ilozor
BD, 2005).
Location. An appropriate location is of paramount importance as it will be
difficult and extremely costly for hotels to relocate and reconfigure their product
offerings (Urtasun & Gutiérrez, 2006). A strategic location will undoubtedly augur well
for superior performance by the hotel in terms of revenue generation, in the short as well
as long term (Nicolau, 2002). Location has been recognized as a critical feature of
success in the lodging industry. Hotel location may determine not only a hotel's
patronage but also its performance (S. K. Lee and Jang, 2011).
Some of the guests mentioned that “ a few. minutes away from malls.. great
location!” “Good location.” “great location, walking distance to San Sebastian Church,
SM Bacolod.” “Excellent location.” and ‘’Great location in the heart of the city’’.
According to their statements, the location is an important factor to consider when
choosing a hotel, especially for budget travelers. However, the statements discovered that
the guest experience has the most influence on hotel selection and it's also close to a mall
and a church, which are both within walking distance. At this point, location is one of the
most important factors for a new hotel establishment. (Chan and Wong,2006) studied the
factors affecting the frequent individual travelers’ (FIT) hotel choice and found that hotel
location is the most important and good hotel service is the second especially for repeat
visitors. On the other hand, the hotel’s location is an essential factor that strongly
influences a tourist’s hotel selection decision (Chou et al., 2008).
Budget-friendly hotel
Budget hotel is a modern concept that meets the demand changes in the tourism
industry. Unlike the conventional full-service accommodation hotels, budget hotels are
considered as limited-service establishments that provide basic services for guests with
no extra amenities (Christou, 2006; Yu, 2012; AbuKhalifeh & AlBattat, 2015). As a
result, in the acceptable price range, a lower price for a given quality (i.e., perceived price
is reasonable) leads to a higher perceived value and, as a result, a greater purchase
intention. (Lee, Chiang, Jang, Duman, Mattila, Dodds, 2010).
Some of the guests commented “Best budget hotel in Bacolod”, “Budget Hotel
Suitable for Travelers”, “nice and cheap”, “One of the cheapest hotels you can find”,
“Affordable”, “Good hotel for the price”, “Very Affordable”, “Very affordable price for a
hotel”, ‘’Worth the price’’, ‘’Value for money’’, ‘’A decent hotel for the price’’, ‘’Decent
for the money’’.
According to their statement, the hotel is one of the most affordable hotels in
Bacolod, making it ideal for any travelers looking for low-cost hotel accommodation in
the city. The hotel received a lot of positive feedback from guests and stands out as a
budget-friendly accommodation facility in Bacolod. Despite the fact that it is a low-cost
hotel, guests have been satisfied with the experience of saving money while receiving
good service from the hotel. Budget hotel is a modern concept that meets the demand
changes in the tourism industry. Unlike the conventional full service accommodation
hotels, budget hotels are considered as limited service establishments that provide basic
services for guests with no extra amenities (Yu, 2012; AbuKhalifeh & AlBattat, 2015).
Partly concur with Fiorentino in their reference to a budget hotel as a place providing
lodging to guests with a good value for money by charging low affordable room rates and
transparent prices via fixed room rates (Imrie & Fyall, 2001).
Customer Feedbacks
“Customer feedback can be systematically collected, analyzed, and disseminated
via an institutionalized customer feedback system (CFS) to achieve customer-driven
learning and service improvements” (Lovelock & Wirtz 2011, p 409). CFS collects
information directly from external customers about their satisfaction and dissatisfaction
with the company's products and services. Such information is a valuable resource for the
organization, as it can be used to evaluate service quality and performance. Moreover, it
reinforces customer driven learning and contributes to consistent improvement in
business operations.
Negative. Those preconceived expectations regarding the hotel property
ultimately led to negative reviews online (Avant, 2010). Besides, consumers appreciate
more when hotels answer to negative comments, instead of acknowledging positive ones.
Letting clients know that they are important for the hotel improves the volume and the
quality of reviews, and furthermore, when they have the feeling to be listened to, it has a
favorable effect on review scores and revenue (Robbiani, 2016).
Some of the negative reviews were “I don't want to book here again. It's priced
higher than those hotels w/c provide the same comfort”, “Accommodation facilities are
poor”, “It's great for the price, the shower wasn't that great nor the ants that would
infiltrate your bin if it had food in it, table included”, “not a good hotel”, “Ridiculous”, “
One of the most depressing and plain rooms I have ever stayed in”, “Scam on Agoda!”,
“Very Poor”, “Worst experience hotel in Bacolod”, “Bad service”, ‘’Air Conditioning
unit was pretty noisy though’’, ‘’Worst hotel experience in many years’’, ‘’Managers are
not friendly’’, ‘’Hotel personnel were unprofessional’’, ‘’Clean but wouldn't
recommend’’, ‘’itchy bed. the water closet and shower curtain are dirty’’, ‘’I don't want
to book here again. It's priced higher than those hotels w/c provide the same comfort’’,
‘’Receptionists are not accommodating’’, ‘’The television (cable/satellite) did not work’’,
‘’Lots of small cockroaches in bathroom’’, ‘’Small room and very weak to no wifi’’.
Some of the guests had a negative experience during their stay at the hotel. More
specifically, the hotel's amenities and facilities. These are some of the hotel's negative
reviews from guests. It would have a negative impact on the hotel. Guests are generally
dissatisfied with the hotel's amenities and service. The management failed to meet the
standard hotel service expectations. In other words, when the hotel doesn’t meet the
standards that the guest has envisioned, guests think negatively of the hotel. Online hotel
reviews have an important impact on travellers’ decisions and hotels are becoming more
aware of the importance of developing management strategies to respond to negative
online reviews and defend their reputation (Cantallops & Salvi, 2014; Kim, Mattila &
Baloglu, 2011). Dissatisfied customers are more likely to show negative feelings about
their poor consumption experience than satisfied customers over time, the companies will
lose more loyal customers and are more difficult to win and retain newcomers (Richins,
1983; Karatepe and Ekiz, 2004; Tronvoll, 2010).
Positive. Despite the positive effects of good online customer reviews, (Molinillo,
2016) found that very few businesses actively manage their online reputation on
TripAdvisor. Research has called attention to the apparent quality services that positively
affect customer loyalty. There is every reason to believe that the main factor influencing
satisfaction is the quality of the services offered by a hotel. It is also worth keeping in
mind that customer loyalty is due to satisfaction (Mubiri, 2016).
Some of the positive reviews were ‘’I like to stay again in this relaxing place’’,
‘’Amazing stay’’, ‘’This hotel was a nice stay for us’’, ‘’It was a nice place to stay with
in Bacolod City. I will recommend it to my friends…’’, “I love the bell hotel in Bacolod.
I come back”, “nice city hotel”, “One of the best in Bacolod”, “Excellent service”, “Great
customer service. Thank you”, “Very satisfied”, “Comfortable place to stay”, “very good
accomodation”, ‘’Exceptional’’, ‘’Great 2 days stay’’, ‘’Nice’’, ‘’Great place to stay in’’,
‘’Awesome’’, ‘’Greatest deal I got by far!’’, ‘’Our room was upgraded to executive suite
without additional charges.’’, ‘’One of the best in Bacolod’’.
Their statements revealed that the hotel is pretty much very good for guests to
stay in and it is highly recommendable. In addition to that, it was also comfortable,
relaxing and the overall experience was exceptional. Generally, the number of customer
reviews posted online tends to have a positive influence on the hotel’s credibility.
Consumer satisfaction will lead to further positive actions (Tesch, Jiang & Klein, 2003, p.
111) such as a repurchase of products or services. Satisfaction serves as an anchor
determinant for any business which primely aim to quality product, service or
performance. Also, Ranaweera and Prabhu (2003) study on customer satisfaction and
trust confirmed that both satisfaction and trust have strong positive association with
customer retention and positive word-of-mouth. Positive information can lead to a
positive attitude and purchase intention (Sorensen & Rasmussen, 2004).

Observation. Observation can be either participant or not, direct or indirect
(Ciesielska & Jemielniak, 2017). Literally, Observation is a process of ‘seeing’ things or
events with naked eye with or without the use of any device to unravel the complexity of
any phenomena to satisfy the demands of an empirical question (Tang, 2020). Perception
is thus part of all human observation (Fox, 2008).
Some of the guests mentioned that the “Hotel needs lots of improvement”,
“Stayed here before but was in need of upgrade, well everything has been done much
better and cleaner.”, “new hotel”, “Limited parking space. Thanks, and God Bless.”,
“Modern Hotel in BCD.”, ‘’Needs some redesign’’, ‘’Old property needing some
updates’’, ‘’Pls. add more menu choices on your buffet breakfast’’, ‘’Renovation in
progress’’, ‘’There was also no curtain for the shower’’, ‘’Breakfast don't have variety’’,
‘’bit run down place’’, ‘’Basic room is ok’’, ‘’Old building, old room’’, ‘’The age of the
building is evident in some parts but it only shows the resilience of it’’, ‘’It seems that
many years have passed since it was built’’, ‘’Old interior design’’, ‘’Old rooms’’,
‘’Renovations underway’’, ‘’Just beginning to renovate facilities’’.
Their statements revealed that the hotel appears to require improvements in order
for guests to really be satisfied with their stay and payment at the hotel. Moreover, the
guests gave suggestions as to how the hotel should look and which amenities should be
improved or redesigned in order to establish a good and new hotel. The hotel experience
can be better understood by using guest feedback, which before social media, mostly
relied on post-stay guest satisfaction and mystery guest surveys (Hensens, 2010; Wohl,
2012). To get the most valuable stay, potential guests will first look for previous
customers’ feedback before choosing a hotel. Thanks to the electronic Word of Mouth,
the information has become more transparent, therefore, it is important for hoteliers to
change their marketing strategy, as traditional marketing is not as powerful as before
(Buhalis & Mamalakis, 2015).

Figure 1: Simulacrum
A pineapple fruit was used to represent the simulacrum of the study. The
pineapple fruit is recognized as a traditional expression of “welcome” that symbolizes
warmth, welcome, friendship and hospitality. It was often used as the “crowning” piece
in large displays of food. The individual fruit windows that cover the fruit itself
represents the five themes of the study. The crown represents the standing position of a
hotel that even no matter what happens the crown must not fall off. Like the negative
comments of the guests that might affect the establishment, hotels should improvise more
and make their services and other offers stand out and aim to be at the top. The leaf
represents an open arms to welcome the guests in the hotel. Lastly, the stem represents
the firm structure of the hotel, a source to carry out its daily obligations. The overall goal
of a hotel is to make temporary accommodations feel permanent. This is done by
acknowledging the presence of the guests and making them feel like they are welcomed,
and most importantly wanted.

Chapter 4
SUMMARY AND GENERAL STATEMENTS
This chapter provides the much-needed conclusion and recommendation of the
research proper.
Although user-generated reviews on social media are greatly influencing
competition and guests acquire patterns in the hospitality industry, empirical research has
so far marginally investigated whether the hotel is able to appropriate the economic value
that the use of social media features can bring. In order to fill this gap, we gathered a total
number of 632 ratings for quantitative data and 522 comments for qualitative data
covered from January 2018 – February 2021. The researchers were able to measure and
collect data from the reviews and comments of the guests on online platforms needed for
this study. User-generated reviews on an online platform, one of the most popular and
largest online communities for travelers. The standard hotel that has a higher star-ratings
and comments, with a lower degree of local competition and localized outside popular
destinations were found to obtain more benefits from online visibility on their positive
and negative online reviews. Based on these results, it discussed how a standard hotel
should use social media features according to a strategic view based on pursuing the
horizontal and vertical differentiation of their services in an attempt to create more
economic value from their online visibility and to protect ratings and comments from the
intermediation in their customer relationships. The first is the rating assigned by users,
who can express their evaluations on a quantitative scale. It showed that exposure to
online reviews increases both hotel awareness and hotel consideration, highlighting a
PAGE \* MERGEFORMAT xxxii
significant positive relationship between online product ratings and the successive
bookings of the Hotel attributes.
The hotel industry is an important part of the hospitality and tourism
infrastructure and a strategic part of A Standard Hotel growth story here in Bacolod City.
Hotels are primarily viewed as a service industry with intangible areas of guest
experience and service levels. The research objective of this paper is to better understand
the hotel guest ratings and comments. For this purpose, an analysis of hotel guest ratings
and comments based on the themes such as Accessibility, Accommodating staff,
Appreciation with five sub-themes namely; Hotel, Food, Amenities, Facilities and
Location, Budget-Friendly, and Customer Feedback with three sub-themes namely;
Negative, Positive, and Observation was performed. Further, text analysis of customer
reviews was also performed to better understand the positive and negative sentiments of
hotel guests. We focused on identifying the attributes that differentiate a standard hotel in
Bacolod City, and then using these attribute insights to make recommendations to hotel
management on how they can improve their operations, guest satisfaction and generally
differentiate themselves from their competition. Data from an online platform was used
to analyze and compare customer ratings and reviews to a Standard Hotel. Statistical data
analysis techniques were used to identify the guests ratings when respondents were taken
collectively and grouped according to sex that are most important reviews in a hotel and
critical to focus on in order to ensure guest satisfaction expectations are met.
Conclusion
In conclusion, the guests’ rates and comments are highly based on subjective
manners wherein, in terms of sex as the used independent variable of the study still
yielded equal results in 3 different samples in accordance to men, women, or neuter
variables. It was highly supported by the ANOVA computation and statistical treatment
of having a mean standard deviation of 1.71 that is paralleled to the 70% of the entire
population that encompasses the base mean of 4. It would result in through where sex as
a function does not disrupt nor change the result of a rate and comment of a value in a
constant standard operation.
Online reviews have become an important resource for travelers to evaluate
product quality, service excellence and consumption experiences (Zhao, 2015). This
study displays the usual ratings and reviews the guests of a Standard Class Hotel in
Bacolod City leave on online platforms. According to (Phillips, 2017), while the volume
of online reviews has been extensively researched, the valence (sometimes referred to as
quality) of online reviews has received less attention. The valence of online reviews
refers to the average numerical rating, i.e., positive, negative or neutral reviews, or the
absence or presence of those on websites (Lindmark, 2015). As a result, online reviews
are relevant in the digital area. The digital economy trends make it possible to read other
consumer’s opinions and experiences through online reviews (Somohardjo, 2017).
Recommendations
● It was recommended by the researchers to use more than one local hotel to test the
evaluation of means at the same correlation of sex.
● It was recommended that the independent variable was based on the number of
days regarding the stay of the person.

● It was heavily implied that the amount or price of room should be a factor also in
the variable in correlation to the ratings in terms of stars per day or ratings per
day.
References
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Appendices
Appendix A - Coding Process
UNITS OF CODE 1
MEANING
722 Comments Each of the 722 Similar units of

from online comments were meaning grouped
platforms. assigned units of together and assigned
meaning. a code.
INITIAL CLUSTER OF
THEMES CODE 2
MEANING
The cluster of Similar codes were

Similar codes were
meaning were used grouped together
grouped together and
as basis in using code recode
assigned as cluster of
identifying the final strategy.
meaning.
themes.
The initial themes were

refined results to (5)
themes and (8) sub
themes.
Appendix B - Summary of Statements per Theme
FINAL THEMES SUB THEMES NO. OF STATEMENTS

Accessibility 62
Accommodating Staff 64
Appreciation ⮚ Hotel 159
⮚ Food 34
⮚ Amenities 9
⮚ Facilities 1
⮚ Location 23
Budget-Friendly 24
Customer Feedback ⮚ Negative 93
⮚ Positive 189
⮚ Observation 64
TOTAL = 722
Curriculum Vitae
Tugaff, Phoebe Kate M.

Carmen St. Brgy. San Pedro Binalbagan, Negros Occidental
(+639 516 062 873)
ktugaff19@gmail.com
PERSONAL INFORMATION
Age: 22
Date of Birth: February 02,1999
Gender: Female
Civil Status: Single
Nationality: Filipino
Religion: Roman Catholic
Language Spoken: English, Tagalog, Hiligaynon
Skills: Customer service, Time management skill, Computer Skills (such as
Microsoft Word, Excel, PowerPoint)
EDUCATIONAL BACKGROUND
Course: Bachelor of Science Major in Tourism Management

Tertiary: La Consolacion College Bacolod
Galo St., Bacolod City, Negros Occidental (Present)
Senior High School: Binalbagan Catholic College

Negros South Road, Binalbagan, Negros Occidental (2016-2018)
Secondary: Binalbagan Catholic College Highschool Department

Negros South Road, Binalbagan, Negros Occidental (2012– 2016)
Elementary: Binalbagan Elementary School

Don Pedro T. Yulo, Binalbagan, Negros Occidental (2006 – 2012)
Hechanova, Bianca R.
Pahanocoy, Metroville, Bacolod City, Negros Occidental
(+639 122 352 117)
Biancaxhech@gmail.com
Age: 21
Date of Birth: April 10, 2000
Gender: Female

Skills: Good communication skills

Senior High School: La Consolacion College Bacolod

Galo St., Bacolod City, Negros Occidental (2016-2018)
Secondary: Negros Occidental High School

Paglaum Rd, Bacolod, Negros Occidental (2012– 2016)
Elementary: Andress Bonifacio Elementary School 1

19th Aguinaldo Street, Bacolod, Negros Occidental (2006 – 2012)
Macahilig, Bea Jezzel C.

Blk 1 Lot 7. Purok Himaya,Aves St. Brgy. Mansilingan,
Bacolod City,Negros Occidental
(+639 455 115 260)
beajezzel27@gmail.com
Age: 21
Date of Birth: October 26,1999
Gender: Female
Language Spoken: English, Filipino, Hiligaynon
Skills: Good communication skills & Computer Skills

Senior High School: Liceo De-Lasalle Bacolod

La Salle Avenue, Bacolod City, Negros Occidental (2016-2018)
Secondary: Negros Occidental High School

Paglaum Rd, Bacolod City, Negros Occidental (2012– 2016)
Elementary: Education and Training Center School 1

Rosario St, Bacolod City, Negros Occidental (2006-2012)
Gonzolado, Joereyn A.
Blk 10 Lot 15 Grandville 3 Mansilingan, Bacolod City,
Negros Occidental
(+639 476 333 608)
joergonz12@gmail.com
Age: 21
Date of Birth: December 12,1999
Gender: Female

Skills: Excellent Verbal and Nonverbal Communication Skills &
Maintaining a confident and professional demeanor at all times


Secondary: La Consolacion College Bacolod

Galo St., Bacolod City, Negros Occidental (2012– 2016)
Elementary: La Consolacion College Bacolod

Galo St., Bacolod City, Negros Occidental (2006 – 2012)
Patacsil, Keith Iriz L.

Brgy. San Vicente, Binalbagan, Negros Occidental
(+639 073 613 931)
Patacsilkeith17@gmail.com
Age: 22
Date of Birth: November 26, 1998
Gender: Female
Skills: Good communication skills & Listening skills


Secondary: Fellowship Baptist School

Brgy. San Teodoro, Binalbagan, Negros Occidental (2012– 2016)
Elementary: Jose L. Yulo Elementary School

Brgy. San vicente, Binalbagan, Negros Occidental (2006 – 2012)
Lasugas, Carolyn C.
Brgy. Langub Escalante City, Negros Occidental
(+639 154 282 061)
Carolynlasugas17@gmail.com
Age: 21
Date of Birth: September 26,1999
Gender: Female
Skills: Singing


Secondary: Buenavista National High School

Escalante City, Negros Occidental (2012– 2016)
Elementary: Langub Elementary School

Escalante City, Negros Occidental (2006 – 2012)

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1

The Online Ratings and Comments of Guests of a Standard Class

A Research Paper Presented to

In Partial Fulfilment of the Requirements

CARMEN C. MENES, PhD

Approved by the committee on the Oral Examination with a rating of ________.

LEANE ADELE L. LINAUGO, CGSP, MBA

THERESA JENNIFER H. MENDOZA, CGSP, LPT, PhD

ISMAEL A. HAGUISAN III, CGSP, LPT, PhD

To our Alma Mater, La Consolacion College Bacolod; for shaping us to be

skills and healthy life. All of these, we offer everything we do to you.

this thesis. Hence, we consider ourselves as fortunate individuals, as we were provided

We extend our sincere thanks to all members of jury; Theresa Jennifer H.

and Comments of Guests of a Standard Class Hotel in Bacolod City”.

are used considerably by consumers to inform them of accommodation. This study

Keywords: Online Consumer, Booking, Hospitality, Trustworthiness, Credibility,

Statement of the Problem 4

Chapter 3 – Results and Discussion

Table 1. Mean and Standard Deviation of the Answers 20

Chapter 4 - Conclusion and Recommendations

Appendix A: Coding Process 40

Online customer reviews have become increasingly important to the business

product information (Quambusch, 2015). Today, information regarding a wide array of

advertisements from businesses or experts, because what clients write is objective

source of information in the acquisition of a service or booking in the hospitality sector

and they are used considerably by consumers to inform them of accommodation

provided by companies (Constantinides & Holleschovsky, 2016).

booking decisions (Melián-González, 2013). According to research, consumers are

Moreover, a rating is an evaluation or assessment of something, in terms of

customer to customer, consistently good ratings depend on consistently positive front

premium the hotel can charge (Rate & Jost, 2021).

The themes included in this study were Accessibility; Accommodating Staff;

Budget-Friendly; Appreciation with five sub-themes, namely, Hotel, Food, Amenities,

Positive, and Observation. Furthermore, accessibility is defined by the transport system,

the area (Landman, 2021). Customer feedback is information provided by customers

about their experience with a product or service (Pendo, 2017).

Statement of the problem

Specifically, it sought to answer the following questions:

respondents were taken collectively and grouped according to sex?

2. Is there a significant difference on the guests’ ratings of Standard Hotel in

Bacolod City when the respondents were grouped according to sex?

This study intended to vividly describe the comments of guests in a Standard

Hotel in Bacolod City.

There is no significant difference in guests’ ratings when the respondents were

grouped according to sex.

It is generally accepted that travel reviews have either positive or negative

impacts on a hotel’s reputation and, consequently, to enhance or detract potential

customers from a hotel (Groeneveld, 2015). According to (Willemsen, 2011), the

influence consumer expectations (Zhao, 2015).

of purchase value are negatively associated with performance (Phillips, 2017).

Ratings from online Comments from online

It analyzes the ratings in a

Scope and Limitation

comments of the guests on online platforms needed for this study.

Significance of the Study

their services that will make and achieve guest satisfaction.

strategy, knowledge and be more engaged in research.