The Impact of Moroccan Architectural Elements on Hotel Guest Satisfaction: A Sentiment Analysis of Tripadvisor Reviews in Marrakesh

DOI

10.2991/978-94-6463-811-0_130How to use a DOI?

Keywords

Moroccan Architecture; Tourist Emotion; Sentiment Analysis; Cultural Elements; Hotel Design

Abstract

Traditional Moroccan architectural elements are extensively incorporated into the design of hotels in Marrakesh, yet their aesthetic impact within modern tourist accommodations remains largely unquantified in a systematic manner. This investigation examines the influence of Moroccan architectural elements on the emotional responses of tourists, specifically analyzing hotel reviews in Marrakesh. By utilizing text mining and econometric regression methodologies on a dataset of 8,689 Tripadvisor reviews, this study investigates the correlation between architectural aesthetics and tourists’ emotional experiences. The research encompasses keyword identification and sentiment analysis, employing VADER tools to quantify emotional tendencies in user reviews. It further quantifies the relationship between architectural features and sentiment scores through Ordinary Least Squares Regression. Findings reveal that reviews containing key Moroccan architectural terms such as “riad,” “arch,” and “courtyard” are associated with significantly higher emotional scores than those without such references, suggesting that Moroccan architectural elements considerably evoke positive emotional responses. Even after accounting for confounding variables such as service quality and cleanliness, cultural keywords maintain a significant positive impact on emotional scores, indicating that cultural elements enhance overall evaluations via emotional pathways. This study broadens the comprehension of the interplay between architectural space and emotional experience, elucidating how cultural design influences tourist evaluation behavior through emotional mechanisms. The results not only furnish empirical insights for culturally-driven hotel space design but also contribute theoretically to the domains of cross-cultural design, emotional space, and tourism perception research.

Copyright

© 2025 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Yike Liu
PY  - 2025
DA  - 2025/08/14
TI  - The Impact of Moroccan Architectural Elements on Hotel Guest Satisfaction: A Sentiment Analysis of Tripadvisor Reviews in Marrakesh
BT  - Proceedings of the 2025 5th International Conference on Enterprise Management and Economic Development (ICEMED 2025)
PB  - Atlantis Press
SP  - 1185
EP  - 1194
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-811-0_130
DO  - 10.2991/978-94-6463-811-0_130
ID  - Liu2025
ER  -