Andreeski, Cvetko and Matlievska, Margarita and Petrevska, Biljana (2025) CAN RURAL AREAS BENEFIT FROM ONLINE REVIEWS? MANAGING TOURIST SENTIMENTS IN RURAL ACCOMMODATION IN OHRID (NORTH MACEDONIA). Economics of Agriculture, 72 (4). pp. 1243-1258. ISSN 0352-3462
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Abstract
This paper investigates factors influencing tourist
satisfaction with rural accommodation, crucial for the
sustainable development of rural areas. Recognizing that
accommodations are important for rural economies, this
study performs a sentiment analysis. It analyzes 4,557
online reviews from tourists visiting the rural areas
of the east coast of Lake Ohrid (North Macedonia).
Results reveal 15 factors grouped into four clusters:
‘Facility’, ‘Surrounding’, ‘Service’, and ‘Site’. The
‘Surrounding’ cluster has the most profound impacts on
tourist satisfaction, consistently generating strong positive
sentiments due to the excellent natural landscape in which
rural accommodations are located. The ‘Facility’ cluster
generally impacts negative sentiments, while ‘Service’
displays mixed sentiments. The ‘Site’ cluster reveals
partially positive and mixed but negative sentiments. Such
variability suggests a need for further managerial analysis
and targeted improvements. This research provides
practical suggestions for managers of rural accommodation
to understand tourist emotions, optimize service quality,
and foster sustainable rural tourism development.
| Item Type: | Article |
|---|---|
| Subjects: | Scientific Fields (Frascati) > Social Sciences > Economics and Business |
| Divisions: | Faculty of Tourism and Hospitality |
| Depositing User: | Prof. d-r Cvetko Andreeski |
| Date Deposited: | 07 Oct 2026 10:43 |
| Last Modified: | 07 Oct 2026 10:43 |
| URI: | https://eprints.uklo.edu.mk/id/eprint/11876 |
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