Journal of Hospitality Marketing & Management, 00:1–24, 2015 Copyright © Taylor & Francis Group, LLC ISSN: 1936-8623 print/1936-8631 online DOI: 10.1080/19368623.2015.983631 Understanding Satisfied and Dissatisfied Hotel Customers: Text Mining of Online Hotel Reviews KATERINA BEREZINA College of Hospitality and Technology Leadership, University of South Florida Sarasota–Manatee, Sarasota, Florida, USA ANIL BILGIHAN College of Business, Florida Atlantic University, Boca Raton, Florida, USA CIHAN COBANOGLU College of Hospitality and Technology Leadership, University of South Florida Sarasota–Manatee, Sarasota, Florida, USA FEVZI OKUMUS Rosen College of Hospitality Management, University of Central Florida, Orlando, Florida, USA This article aims to examine the underpinnings of satisfied and unsatisfied hotel customers. A text-mining approach was followed and online reviews by satisfied and dissatisfied customers were compared. Online reviews of 2,510 hotel guests were collected from TripAdvisor.com for Sarasota, Florida. The research findings revealed some common categories that are used in both posi- tive and negative reviews, including place of business (e.g., hotel, restaurant, and club), room, furnishing, members, and sports. Study results further indicate that satisfied customers who are will- ing to recommend a hotel to others refer to intangible aspects of their hotel stay, such as staff members, more often than unsatis- fied customers. On the other hand, dissatisfied customers mention more frequently the tangible aspects of the hotel stay, such as furnishing and finances. The study offers clear theoretical and managerial implications pertaining to understanding of satisfied Address correspondence to Katerina Berezina, College of Hospitality and Technology Leadership, University of South Florida Sarasota–Manatee, 8350 N. Tamiami Trail, Sarasota, FL 34243, USA. E-mail: katerina@katerinaberezina.com Color versions of one or more of the figures in the article can be found online at www. tandfonline.com/whmm. 1