Published in Data Science and Engineering (DSE) Record 2024 Vol. 5 No. 1 pp. 214-225
Abstract
According to the Global Wellness Institute, wellness tourism is expected to grow substantially, with an estimated 21% increase by 2025. Online reviews play a vital role in shaping consumer behavior and impact-ing purchasing choices. The primary objective of this study is to examine consumer satisfaction in wellness accommodations in Thailand. To achieve this, a novel approach integrating zero-shot modeling is employed. The analysis includes five crucial aspects: hotel service, location, comfort, food, and cleanliness. The study findings indicate that customers prioritize service as the most important characteristic of wellness accommodation. The implications of wellness accommodations are con-siderable, as they directly impact the outcome of wellness tourism and the features of hotels. By utilizing this knowledge, establishments can enhance their products to more effectively align with guest preferences, result-ing in increased customer satisfaction and sustained loyalty.