Fatores influenciadores da satisfação dos hóspedes de hotéis de Caldas Novas e Uberlândia: uma análise considerando a sustentabilidade ambiental

Abstract

Context: Tourism is a growing sector, contributing 9.1% of global GDP and 27 million jobs in 2023 (WTTC, 2024). In Brazil, tourism in the cities of Caldas Novas/GO and Uberlândia/MG also follows this trend. One of the factors that revolutionized the hospitality and tourism sector was the emergence of online booking platforms, allowing customers to express their opinions about hotels and influencing other consumers' decisions. Consequently, it becomes increasingly relevant for hotel managers to understand guest expectations and the factors that influence their satisfaction. Environmental sustainability has emerged as a prominent aspect, with tourists stating they seek more sustainable travel and are willing to pay more for it. Objective: Considering the above context, this research aims to analyze the factors influencing guest satisfaction based on online hotel reviews in the cities of Caldas Novas/GO and Uberlândia/MG, verifying the effect of environmental sustainability among these factors. Method: The research is empirical, descriptive, and employs a mixed-methods approach (qualitative and quantitative). A total of 9,670 comments (4,093 from Caldas Novas and 5,577 from Uberlândia) on hotels listed on Booking.com were collected between April and September 2024, using a Python-developed software. In the qualitative stage, comments were analyzed through the coding of attributes mentioned by reviewers, observing the tone (positive or negative) of the mentions. Subsequently, in the categorization stage, the 179 identified attributes were grouped into factors. In the quantitative stage, descriptive statistics and ordinal logistic regression were used to evaluate the influence of these factors on guest satisfaction. Results: The overall average hotel rating was high (8.42), with a median of 9 in both cities. Ordinal logistic regression revealed that both positive and negative mentions related to factors such as environment, room, leisure, extras, operational care, meals, and service significantly influence guest satisfaction. Mentions related to safety, on the other hand, did not show a significant effect on satisfaction. Regarding environmental sustainability, negative mentions had a significant negative effect, while positive mentions showed no effect, suggesting that failures in sustainable practices may impact guest perception more. Research Alignment with PPGAdm's Area of Concentration (Regionality and Management) and Research Line: The research aligns with the Regionality and Management area of UFU's PPGAdm, as it analyzes factors impacting guest satisfaction in hotels within specific regional contexts (Caldas Novas and Uberlândia). The research also adheres to the “Society, Development and Regionality” research line, as it seeks to understand the evaluation of hotels from Uberlândia and Caldas Novas considering the guests' point of view, in addition to addressing environmental sustainability, which has become an increasingly relevant topic for companies and society. Impact and Innovative Nature in Intellectual Production: The study expands the literature on guest satisfaction by conducting the analysis in a Brazilian regional context and identifying how environmental sustainability is considered in online guest reviews. Additionally, the identification and analysis of determinant factors of guest satisfaction, according to the tone of the mention (positive or negative), offers a new perspective on the antecedents of satisfaction, contributing to the advancement of the literature. Economic, Social, and Regional Impact: The results can contribute to hotel managers by identifying the need to prioritize investments in aspects such as service, rooms, structure, and meals, in addition to improving communication about sustainable practices. In Caldas Novas, where tourism represents 75% of the GDP, and Uberlândia, a business hub, the results can enhance hotel competitiveness, generating jobs and income. The research can also promote awareness about environmental sustainability. Regional Implications: The results indicate the need for specific regional strategies to improve sustainability and guest satisfaction levels, fostering the economic and social strengthening of the regions studied. Sustainable Development Goals Addressed in the Research: The research is related to SDG 8 "Decent Work and Economic Growth," specifically target 8.9: "by 2030, devise and implement policies to promote sustainable tourism that creates jobs and promotes local culture and products," and to SDG 12 "Responsible Consumption and Production," specifically target 12.2: "by 2030, achieve the sustainable management and efficient use of natural resources."

Keywords: Guest satisfaction; Environmental sustainability; Tourism; Online reviews; Hotels.