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With emergence of digital travel platforms, traveller online reviews have become a source of rich information, which has a significant role in their perception of the services that influences consumer’s demand for resorts. This study aims to identify and rank influential factors of loyalty and disloyalty of travellers through customer online reviews in traditional resorts using Latent Sentiment Analysis (LSA). Our results indicate factors that creating loyalty and disloyalty towards traditional resorts are different and some of these factors are more significant and different from previous studies in the context of other types of hotels. This study signifies the importance of travellers’ online reviews to the resorts managers and contributes to them to improve loyalty factors and alleviate disloyalty factors.

Influential factors of loyalty and disloyalty of travellers towards traditional-resorts