CAN RURAL AREAS BENEFIT FROM ONLINE REVIEWS? MANAGING TOURIST SENTIMENTS IN RURAL ACCOMMODATION IN OHRID (NORTH MACEDONIA)

Cvetko Andreeski; Margarita Matlievska; Biljana Petrevska

doi:10.59267/ekoPolj25041243A

Authors

Cvetko Andreeski Faculty of Tourism and Hospitality – Ohrid, St. Kliment Ohridski University – Bitola, 95 Key Tito Ohrid, 6000, North Macedonia
Margarita Matlievska Faculty of Economics, MIT University – Skopje, bul. Treta Makedonska Brigada 66a, 1000 Skopje, North Macedonia
Biljana Petrevska Faculty of Tourism and Business Logistics, Goce Delcev University, Krste Misirkov 10, 2000 Stip, North Macedonia

DOI:

https://doi.org/10.59267/ekoPolj25041243A

Keywords:

Rural tourism, Management, Sentiment analysis, Rural accommodation, Rural development

Abstract

This paper investigates factors influencing tourist satisfaction with rural accommodation, crucial for the sustainable development of rural areas. Recognizing that accommodations are important for rural economies, this study performs a sentiment analysis. It analyzes 4,557 online reviews from tourists visiting the rural areas of the east coast of Lake Ohrid (North Macedonia). Results reveal 15 factors grouped into four clusters: ‘Facility’, ‘Surrounding’, ‘Service’, and ‘Site’. The ‘Surrounding’ cluster has the most profound impacts on tourist satisfaction, consistently generating strong positive sentiments due to the excellent natural landscape in which rural accommodations are located. The ‘Facility’ cluster generally impacts negative sentiments, while ‘Service’ displays mixed sentiments. The ‘Site’ cluster reveals partially positive and mixed but negative sentiments. Such variability suggests a need for further managerial analysis and targeted improvements. This research provides practical suggestions for managers of rural accommodation to understand tourist emotions, optimize service quality, and foster sustainable rural tourism development.

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