Investigating The Leisure Airline Market Through Consumer Feedback: A Sentiment Analysis On User Reviews

Authors : Fatih Pınarbaşı

Pages : 544-558

View : 12 | Download : 48

Publication Date : 2025-09-28

Article Type : Research Paper

Abstract :The airline market, characterized by high competition, globalization, and diverse user expectations, necessitates understanding consumers and evaluating their feedback. In line with the unique characteristics of the leisure airline market, this study aims to examine the market through user reviews. A sample of 3,571 user reviews of 10 airlines on the Skytrax (Airlinequality.com) website was used for this study, and sentiment analysis was applied to examine the sentiments expressed in these reviews, utilizing 3,489 user reviews. The descriptive analysis concluded that user reviews for leisure airlines were generally dominated by negative ratings, with rating polarization differing among airlines. During the sentiment analysis phase of the study, the primary emotions found in user reviews were neutral (24.7%), disgust (21.3%), and sadness (14.9%). The feelings expressed in these reviews were surprise (11.5%), fear (10.9%), joy (9.9%), and anger (6.7%). The study provides an examination of the leisure airline market that can guide industry decision-makers in market insights through user reviews.
Keywords : Havayolu pazarlaması, Tatil havayolları, Çevrimiçi değerlendirme, Ağızdan ağıza pazarlama, Tüketici davranışı

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