HOTEL REVIEW MADE BY A TOURIST: STATUS AND AXIOLOGICAL ASSESSMENT

Abstract

The article provides a comparative description of online reviews of 2* and 5* hotels. On the basis of text descriptions of the review elements, a comparison, description and analysis of the values realized through the use of axiological (evaluative) adjectives is given. When describing comparable characteristics, it is obvious that reviews of 2* hotels are often more restrained, while 5* hotels are evaluated using more criteria (more adjectives of different axiological types). The result of the study shows the predominance of adjectives with aesthetic evaluation in the description of the room, emotional evaluation in the description of service/staff, sensory-taste evaluation in the description of food, utilitarian evaluations are most often used in the description of location, parking and hotel cost. The data obtained can be used to develop a hotel positioning strategy. The further research can be carried out on the basis of the genre of Internet reviews of hotels and their comparison with real-life hotel positioning.