Guest reviews as a measure of service quality in mountain hotels of Serbia

Jelena Tepavčević; Ivana Blešić; Teodora Petković; Julia A. Syromiatnikova

doi:10.71159/icemit2537T

Authors

Jelena Tepavčević University of Novi Sad, Faculty of Science, Department of Geography, Tourism and Hotel management, Serbia
Ivana Blešić University of Novi Sad, Faculty of Science, Department of Geography, Tourism and Hotel Management, Serbia
Teodora Petković University of Novi Sad, Faculty of Science, Department of Geography, Tourism and Hotel Management, Serbia
Julia A. Syromiatnikova South Ural State University, Institute of Sports, Tourism and Service, Chelyabinsk, Russia

DOI:

https://doi.org/10.71159/icemit2537T

Keywords:

reviews, satisfaction, quality,, mountain hotels, Serbia

Abstract

Mountain destinations in Serbia represent an important segment of the country’s tourism offer, attracting both domestic and international visitors throughout the year. As these destinations continue to grow in popularity, the quality of the guest experience becomes increasingly important. Guest satisfaction is a fundamental aspect of the hospitality industry, as it directly influences customer loyalty, brand reputation, and long-term business success. In the digital era, guest reviews on online platforms have become a key source of information, influencing perceptions of service quality and destination choice. This study analyzes guest reviews of mountain hotels in Serbia, collected from the TripAdvisor platform, with a focus on five major tourist destinations: Kopaonik, Zlatibor, Tara, Divčibare, and Stara Planina. Using qualitative text analysis, the study aims to extract and interpret the key topics that contribute to guest satisfaction as well as those that lead to dissatisfaction, offering insight into the aspects of hotel services and experiences that most strongly influence guest perceptions. Positive reviews reflected satisfaction, while negative ones indicated dissatisfaction. The following topics stood out in the positive reviews: Quality of service, Child-friendly amenities, Food, and Additional facilities. On the other hand, the sources of dissatisfaction identified in the negative reviews were: Unpleasant odors, Additional charges, Bathroom conditions, and Overall impression of the property. The findings of this study provide useful insights for hotel managers highlighting specific areas that require improvement, as well as those that should be further developed to enhance guest satisfaction.

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