Abstract
The research by Park, Heo, Lee, and Jung reveals how online hotel reviews do more than express opinions—they predict whether guests will return. By blending the Theory of Planned Behavior with machine learning, the study uncovers how attitudes, social influence, and perceived control embedded in review language shape actual revisit behavior. This innovative approach transforms unstructured text into actionable insights, offering hospitality professionals a powerful new lens on customer loyalty.
Original Article
Park, J. Y., Heo, W., Lee, J., & Jung, S. (2025). A novel approach to online review analysis: integrating theory of planned behavior and machine learning techniques. International Journal of Contemporary Hospitality Management, 37(7), 2448-2468.
Recommended Citation
Park, Jeong-Yeol; Heo, Wookjae; Lee, Jongwon; and Jung, Shinyong
(2026)
"Reviews that Reveal Return: How Autonomous Vehicles are Changing the Way We Arrive,"
Rosen Research Review: Vol. 5:
Iss.
1, Article 9.
Available at:
https://stars.library.ucf.edu/rosen-research-review/vol5/iss1/9
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