1500-Word Essay

This essay focuses on the topic star rating vs customer review, is the star rating classification becoming obsolete? Or star rating or a guest RePAR. This is an argument which has two different yet clear perspectives, Star ratings are given on the basis of the annemities provided by the resort or hotel, they are based on the quality of service and customer experience. Customer revies are directly derived from the experience of the customer, his views and revies on the services and hospitality of the resort or hotel, they whey in with their opinions which are derived from their overall experience,  was the hotel or resort they were staying in was able to fulfil their needs provide them services and deliver an overall relaxing and satisfying experience. Hotels and resorts are judged by their star ratings and customer reviews, new customers look into these things to have an idea about the hotel and it also heavily influences their decision making when it comes to finalizing a hotel or resort. After studying different research papers and journals, the hotel star rating system and guest reviews systems were analysed in this paper. This analysis is based on hotel and resort classification which is done on the basis of the amenities provided there and the services of the hotel and resorts, and guest reviews are used to judge those services and the claims the resorts make for their services. The customer reviews are used as a measuring stick for the resorts and the star ratings are used as a classification based on those services. The approach of this essay is to understand the classification system and the customer review system and then try to answer the question whether star ratings classification has becoming obsolete.

Star reviews are a tool that is used for classification of different hotels and resorts, different number of stars signifies the levels of quality and comfort of the hotel, a greater number of stars means higher quality and more and luxurious services, for example a 5-star hotel is expected to deliver a top-notch service and hospitality to its customers across all the enmities and experiences present in the hotel or resort (Rajaguru and Hassanli, 2018). These star ratings are derived from inspections and quality checks and are heavily influences buy the customer reviews and feedbacks, these ratings are a heavy demonstration of consumers riving their opinions and remarks as a deciding factor for a business, as the hotel and resort industry is a heavily customer oriented industry it is not surprising that this is the case here, because the hotel and resort industry is a customer oriented industry it is expected from the customers to provide their honest opinions and feedback when it comes to the hotels services and their experience, and it is on the hotel and resort owners to read and be aware of those ratings and reviews and always strive to maintain or grow their rating on the classification scale, make any necessary changes and improvements which may help them in doing the same (Nunkoo et al, 2020). We can see that customer reviews plays a huge role in the star rating and hotel and resort classification system, they are the driving force of the star rating systems specially when it comes to three and four stars hotels as they reflect the level of quality of services and experiences of that respective hotel and or resort. Let’s understand the customer review more deeply with all the derivatives, determinants and parameters that comes with it, as it clearly the most important part for a hotel and resort when it comes to their customer retention and overall business growth rate. (Narangajavana & Hu, 2008.)

As we saw, customer reviews plays a huge part in the determination of  the star ratings for a hotel or resort, during the classification of hotel or a resort customer reviews carry a huge weight. A customer review is a honest and clear opinion of a customer who has experienced a stay in the hotel or has utilized the services and experienced the experiences offered at a resort and a review is his opinion about it, in which he provides his feedback and describes his positive and negative takes on the hotel or resort, things like hospitality, food, experiences and annemities are taken into consideration while writing a review. Customer reviews are often used by new customers to judge the hotel which is new to them and they want to have an idea about the services and experiences provided by the resort or hotel and how much other fellow customers have enjoyed or not enjoyed their time there, so they can base their own decision of choosing that hotel or resort for themselves (Jeong & Mindy Jeon, 2008). There are different kinds of customer reviews, some hotels have a RePAR which is review per room, as the name suggests this is a centralized review based on the main service provided by the hotel or resort. There is a detailed review as well which covers all the services and experiences provided by the resort or hotel, this is a detailed explanation of the experience regarding every service and amenity of the hotel which is experienced by the customer and are a part of the overall environment and staying experience of that hotel and or resort. Customer reviews are often questioned for their genuine nature or wither they are fake or not, but in today’s modern world where we have technologies and monitoring authorities the threat of fake reviews tampering with the hotel and resort classification system has reduced substantially but with the increasing awareness about the matter is it safe to say that the star rating classification Is becoming obsolete. (Blomberg-Nygard et al, 2016.)

The argument that the star ratings system is becoming obsolete is a bit farfetched in my opinion, as they still play a huge part in a customers decision making process when it comes to selecting a new hotel or resort, for a customer who is unfamiliar with an particular area or city, the star ratings and customer reviews plays a major role in getting him familiar with the services of a hotel and helps him or her to set their expectations or have an idea of what to expect when it comes to the services, experiences and annemities like hospitality, food, culture and environment of that hotel and resort that they are considering to stay in ( Askalidis & Malthouse, 2016). Although the customer reviews have lost some credibility because of the fake reviews and some irresponsible hotels and resorts, the ones who actively ignore their customers complaints and are complaisant towards improvement and change, but saying that they have become obsolete is a bold claim. As alluded to before they are a huge help for new customers and the new classification system which integrates the customer reviews when classifying the hotels and resorts in star ratings, the importance of ratings and reviews has only grown. In my opinion star ratings an customer reviews both are very important for the hotel and resort industry as they play a huge role in hotel classification and standardization processes. They also facilitate the decision-making process for the new customers who are looking for a hotel or resort in a area they are unfamiliar with. They play a huge role in the tourism industry as hotels are a big part of that industry and reviews and star ratings helps in improving the same. Star ratings and customer reviews are not obsolete, they play both are different, yet can be integrated and both play their important parts in the hotel and resort industry.

The topic star ratings vs customer reviews, is star ratings classification becoming obsolete? Is an interesting argument, this pertains the two variables star ratings and customer reviews which are different but yet can be integrated within each other, and enhance the classification system. As stated before star ratings are used to filter or classify the hotels and resorts from each other and customer reviews are honest opinions of the customers who have stayed and experienced all the annuities offered by the hotel or resort including services, hospitality, food, other additional experiences. It helps to judge that if those things are as advertised, people share their negative or positive opinion about the respective hotel and it helps new customers to judge the place and facilitates their decision-making process (Hu & Liu, 2004). After the classification system integrated the customer reviews to are itself more customer centric and improve its flaws and the technologies and authorities working towards eradicating the fake reviews that hamper these classification systems. The argument that the rating and customer review system is becoming obsolete is farfetched. They play an important role in the hotel and resort industry and they help hotels to improve grow and increase their quality of services which in turn helps them to attract more new customers and generate more positive reviews, helps in growth of the business and the overall improvement of the hotel and resort industry.

Conclusion

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