Opinion Mining of Online Reviews about Certain Islamabad Hotels: A Business Intelligence Study

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Online reviews exert significant influence on the sale and purchase of any product. They not only play a prominent role in the selection of hotels but are also eye openers for the hotel managers because they expose problem areas which need dire attention for the upgradation of quality. Browsing big data from multiple online platforms to find reviews is a time-consuming task. Consequently, Business intelligence is a field which collects and analyses data for customers and managers. This study analyses reviews of 7 hotels in Islamabad through the Social mention tool which gives a visual representation of the strength, sentiment,passion, and reach of each. Multi modal Sentiment Analysis theory has been applied to identify the nature of the reviews. The major findings reveal sentiment analysis of the hotels’ reviews from social media. There search helps individuals in decision making and selection of hotels; and guides the management staff for rectification.


1-Zafar Ullah
Virtual University, Islamabad, Pakistan.

2-Muhammad Uzair
Dean Faculty of Arts and Humanities, NUML, Islamabad, Pakistan.

3-Aiman Tahir
BS English, NUML Islamabad, Pakistan


Business Intelligence, Social Mention Tool, Hotel Reviews, Sentiment Analysis, Opinion Mining

DOI Number


Page Nos

148 - 160

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Creative Commons License
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
Published: Mar 2022

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