## 2 Theoretical Background  
The evaluation of customer satisfaction is a fundamental challenge for hotel managers due to the complexity of customers' experience. In the tourism sector, researchers have highlighted a gap between hotel managers' perceptions regarding the attributes of customer satisfaction and what exactly guests believe is essential when they book and evaluate their accommodation in a hotel [34]. Traditional survey methods cannot help better understand this research field. Thus, it is crucial to develop new measures and research frameworks to examine the factors that affect customer satisfaction. An interesting avenue for further research is to use new data sources and innovative research methodologies to increase knowledge about customers' experience and satisfaction [3]. As social media have become a key tool in the hotel industry for marketing, advertising, and customer service, more and more studies have been done on this subject [35; 36; 37]. Prospective customers use online rating sites to search for information and read both negative and positive reviews before deciding where to book [38; 39]. Consumers will focus on reviews and ratings to choose a hotel. Online reviews describe guest satisfaction and dissatisfaction more coherently and comprehensively because the text is unstructured. They provide a significant amount of data for analysis, and the identity of respondents is anonymous [10; 33; 40]. The usage of online reviews to evaluate hotel guest satisfaction is becoming a popular research field [3]. Hotel customer reviews describe customer experiences and customer satisfaction levels [41]. The quality of the provided hotel products and services affects consumers' expectations of their experience. Service and product quality are elaborated by the specific characteristics of products and services [42]. The elements of the hotel, incorporating room quality, Internet availability, the facilities and the buildings themselves, have the highest impact on hotels' performance [43]. Price is not the only concern when customers choose a hotel [44]. Service quality and room experience are recognized as the most significant attributes influencing customer reviews [45]. This statement confirms the conclusions of previous surveys that have suggested service quality and room experience as two critical dimensions affecting guest satisfaction [12; 46]. [PERSON] et al. (2014) [42] identified key features from reviews that support customer satisfaction. The main features are room facilities, food quality, general hotel facilities, staff, price, services, and location. These characteristics are consistent with those identified in previous studies [47; 48]. Furthermore, [PERSON] et al. (2014) [49] argued that the dimensions of location, room, services are the most important regarding the evaluation of hotel guest satisfaction, to a greater degree than facilities, food, and price. In another study conducted by [PERSON] and [PERSON] (2013) [50], hotel cleanliness is a common concern in customers' expectations of hospitality. Texts in negative hotel guest reviews usually include words regarding the lack of cleanliness. Guests have shown that they are more likely to post positive reviews for conveniently located hotels (close to attractions, shops, airports, restaurants, etc.) [50]. However, apart from the factors of satisfaction, there are also those of customer dissatisfaction in hotels. Several studies have addressed the issue of customer dissatisfaction [12; 14; 51]. It seems that most of the time, these factors differ from the factors of satisfaction. [PERSON] and [PERSON] (2016) [11] indicated that consumer satisfaction and dissatisfaction factors are not the same and depend on the hotel type. In their study, customer satisfaction factors were broadly widespread (e.g., basic services), while the attributes of customer dissatisfaction were much more precise (e.g., issues related to behavior).