Ecotourism experiences reported online: Classification of satisfaction attributes

This study proposed a quantitative method for evaluating ecotourism experiences reported online by U.S. travelers to Costa Rica. The user-generated content (UGC) used in this study was 373 reviews extracted from TripAdvisor®. By applying the content analysis technique, 26 attributes that influence ecotourists’ satisfaction with their ecolodge stays were identified and further aggregated into seven categories: ecolodge settings, room, nature, service, food, location, and value for money. A two-step non-parametric statistical procedure was developed to quantitatively support the classification of attributes into satisfiers, dissatisfiers, criticals, and neutrals, the typology first proposed by Cadotte and Turgeon [(1988). Dissatisfiers and satisfiers: suggestions from consumer complaints and compliments. Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior, 1(1), 74–79]. The proposed procedure is considered an original contribution of the article to the literature. The authors hope that the results from this study can be useful to ecolodge managers to evaluate performance in critical areas and develop strategies to maximize customer satisfaction through better utilization of limited resources.