Analysing Consumer Perceptions in Indian Luxury Hotels: A Netnographic Approach Using ChatGPT
Published: 2026
Author(s) Name: Senthil Veerasamy, Nancyprabha Pushparaj |
Author(s) Affiliation: Thiagarajar School of Management, Madurai, Tamil Nadu, India.
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Abstract
ChatGPT is increasingly being recognized for its ability to analyse digital consumer sentiments, offering valuable insights across various industries, including hospitality. Building on this potential, the present study explores its application in understanding consumer sentiments and perceived value in South Indian luxury hotels. Using a qualitative netnographic methodology, the research reveals the hedonistic social interactions on platforms such as TripAdvisor. Polarity analysis, emotion analysis and topic modelling are applied, with ChatGPT aiding to identify the key perceived benefits. Findings revealed that guests are generally satisfied with the perceived benefits over the sacrifices. The study offers valuable insights for hotel marketers and managers to enhance customer experience strategies by leveraging AI-driven sentiment analysis tools.
Keywords: Artificial Intelligence, ChatGPT, Tourist Hotel Experiences, Electronic Word of Mouth
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