The purpose of this study is to investigate the extent to which tourists appreciate sustainable tourism and what effect eco-friendly practices have on the decision-making process of selecting a hotel. Through the use of large-scale analysis of online reviews of hotels and the application of sentiment analysis techniques, the research investigates the impact of environmental factors (e.g., energy usage reduction, minimising waste, and promoting nature experiences) on customer perspectives and decision-making processes for lodging. This research adopts an approach that utilises machine-learning-based sentiment analysis as its source of understanding. The results of this research demonstrate that while more individuals are becoming aware of sustainable tourism, sustainability often plays a secondary role in determining whether or not to stay at a specific hotel compared to lodging attributes such as comfort, price, and quality service. Based upon these findings, this research indicates that while many tourists value sustainable tourism and make an effort to choose eco-friendly lodging establishments, the influence of sustainability on tourists’ lodging decisions is not as strong as other attributes. These results indicate important implications for hotel managers that will help them balance environmental stewardship with a competitive stance.
Singh et al. (2026) studied this question.