Abstract:

The rapid development of the hospitality industry and the increasing influence of online reviews on consumer decision-making have generated a growing interest in assessing service quality. The aim of this study was to analyse the sentiment of customer reviews of hotels in Sopot to identify the key strengths and issues related to service quality. The research employed the VADER algorithm and natural language processing (NLP) methods to classify reviews as positive or negative. The findings indicate that customers most frequently praise the service, location, and breakfast, whereas complaints primarily concern the reception, room conditions, as well as spa and swimming pool facilities. The analysis confirmed that sentiment analysis of online reviews is an effective tool for monitoring customer satisfaction and can support quality management in the hospitality sector to improve the competitiveness of hotels.