2.1. Smart Hospitality
The concept of smart hospitality is a revolutionary approach to the hospitality industry, which leverages technology to enhance guest experiences, improve operational efficiency, and drive sustainability. To achieve this, internet of things (IoT)-devices, artificial intelligence (AI), and data analytics are integrated in order to create a seamless and personalized guest experience [
13]. Hotel and resort companies that adopt smart hospitality solutions are equipped with intelligent energy management systems, automated guest services, and personalized room environments. For instance, there are smart mirrors that tell daily weather information [
14]. In addition to this, AI-driven chatbots and virtual concierges are becoming more prevalent, improving customer service and satisfaction by providing instant information and assistance.
There were eight major research streams identified in smart tourism research between 2008 and 2020, with most works focusing on smart ecosystems and technologies, highlighting the need for enriched knowledge in other streams and the COVID-19 response [
15]. Previous studies have mentioned that it is possible to enhance the performance of revenue management and boost competitiveness in the hospitality industry through the integration of big data and interconnected applications in a smart hospitality ecosystem [
16]. In addition, a study was conducted to develop a new framework of the ten technology competencies to be used by hospitality practitioners to cope with the smart era, highlighting the importance of technological proficiency in this field [
17]. Hospitality and tourism professionals can take advantage of smart service experiences to offer personalized, proactive services, as well as empower customers, provide seamless experiences, enjoy the experience, protect their privacy, and ensure accurate service delivery [
18]. The use of smart hospitality based on customer centricity, personalization, and marketing in networked destinations creates sustainable business ecosystems that benefit all parties involved [
19]. In light of this discussion, it has been mentioned that smart tourism destination research helps to identify domains, journals, and themes that can be explored in the future, providing a guide for academics and professionals alike [
20].
2.2. Smart Airport Systems
As one of the effects of the fourth industrial revolution, airport operations can be simplified by utilizing cutting-edge technology, and passenger experiences can be enhanced. In addition, the overall efficiency of airports can be improved [
21]. With smart airports, it is possible to improve aviation security, passenger convenience, operational efficiency, and resource optimization, as well as address key challenges and research priorities in the future. Initially, the idea of a smart airport was proposed to provide basic information to customers in a simpler and more efficient manner without the need for face-to-face interaction [
22].
Through the integration of certain technologies, such as the internet of things (IoT), artificial intelligence (AI), biometrics, and data analytics, airport functions are optimized, such as check-in, security, baggage handling, and aircraft maintenance [
23]. As a result, passengers experience shorter waiting times, enhanced personalized service, and a smoother travel experience. Additionally, airport operators are able to improve security, manage resources more efficiently, and make more accurate, data-driven decisions as a result of these technologies.
In a previous study, the smart airport was defined as a facility that enhances infrastructure intelligence and evolves into a smart facility to support growth and to provide an enjoyable travel experience through the integration of the industrial IoT and smart devices [
24]. Another study also defined a smart airport as a part of a smart city, being a sub-system of a big smart city. Smart airports play a role in connecting urban life and aircraft movements [
25]. It was also mentioned in a previous study that an IoT-based smart airport solution would improve passenger services, operational efficiencies, and security capabilities, resulting in a more robust, safe, and secure airport experience [
26]. In relation to smart airport management systems, it has been noted that the IoT could improve passenger processing and flight management, enhancing airport services and facilitating passenger journeys [
27].
In order to improve passenger convenience and productivity, the smart airport service framework divides airport processes into three categories: u-fast passenger, u-guidance, and mobile services [
28]. A recent example is Changi airport’s smart airport framework, which combines data analytics, robotics, artificial intelligence, and the IoT to enhance customer experience and enhance operational efficiency while balancing technological advances and the needs of customers [
29]. Similarly, smart airports in Saudi Arabia can enhance the passenger experience by automating border controls, handling baggage, and improving terminal navigation as a result of the internet of things [
30]. Smart airports are not limited to using advanced technologies to enhance customer service. As part of sustainable tourism, UK airports are implementing green practices such as on-site wind turbines, biomass plants, intelligent heating and lighting systems, rainwater harvesting, improved recycling facilities, and financial incentives for alternative forms of transportation [
31].
As mentioned above, there are many technological advancements adopted in smart airport services. Many studies have been conducted to better understand technology acceptance in many areas, including the hospitality sector [
32]. In terms of smart airports, this study will also take a look at technology acceptance in airports from a theory point of view, such as through the technology acceptance model (TAM). This model consists of perceived ease of use and perceived usefulness variables [
33]. These two items define how easy it is to use a technology (PEOU) and how useful the technology will be for them (PU) [
34].
2.3. Customer Satisfaction
The concept of customer satisfaction has many interpretations, with a common interpretation reflecting a feeling derived from evaluating what was received compared to what was expected, the purchase decision, as well as the fulfillment of the customer’s needs [
35]. The enjoyment that vacationers want or anticipate from the goods, services, and locations they experience is known as satisfaction [
36]. Customers must be satisfied in the hospitality industry to ensure loyalty, reputation, and continued business [
37]. In another study, customer satisfaction was defined as an assessment of the quality of consumer service based on one or more interactions with the company’s customer service employees, which was found to contribute to the profitability, loyalty, and success of the company [
38].
In the hospitality industry itself, customer satisfaction refers to how customers perceive value, quality, and service, influenced by factors such as location, service, and industry [
39]. In addition to the quality of service, amenities, and the personalization of the stay, customer service encompasses every aspect of the guest experience, from the initial booking process to the final departure [
40]. Nowadays, customers have higher expectations than ever before, not only in terms of comfort and cleanliness but also in terms of a unique experience, convenience, and rapid service [
41]. By embracing technology to streamline processes and enhance guest interaction, hospitality businesses can meet these demands. It is critical to personalize the service, understand the preferences of the guests, and address issues as soon as they arise.
There are not many specific studies on smart hotels yet. However, few studies have covered various points of view. Based on a previous study, passenger satisfaction at airports can be improved by paying attention to staff helpfulness, airport appearance, signposting, toilets, and bus connections, and reducing the impact of insignificant service issues [
42]. Another previous study also mentioned that the analysis of customer sentiment on airport websites can provide valuable feedback on customer satisfaction and help to improve airport services [
43].
It is common for airports around the world to compete for higher ratings in order to satisfy their visitors. As an example, UAE airports can improve customer satisfaction by implementing a framework for assessing their customer service operations [
44]. There is currently an improvement in the airport taxicab services in the United States through the modification of the processes from a hierarchical to a network approach, which has resulted in an increase in customer satisfaction and improved the management of increased passenger volumes [
45]. Another study was conducted, which focused on the satisfaction of airport visitors, and it was found that a strategic and holistic approach to customer service and branding was proven to substantially increase customer satisfaction and, in turn, lead to increased revenues [
46].
The integration of advanced data analytics into understanding customer feedback has become increasingly important. By analyzing online reviews and feedback, companies can gain insights into customer satisfaction and identify areas for improvement. This has led to a growing interest in exploring the relationship between the sentiment expressed in customer reviews and their corresponding numerical ratings.
Recent studies have shown that there is a significant correlation between the sentiment of online reviews and the numerical ratings provided by customers. For instance, AlMansour et al. suggested that rating scores might not always reflect the sentiment expressed in the associated review texts [
47]. Similarly, Nazar and Bhattasali focused on the sentiment analysis of customer reviews from Amazon and developed a machine-learning model to classify reviews as positive or negative [
48]. Cuizon and Agravante’s work on a web-based travel journal application demonstrated high accuracy in predicting numerical ratings based on sentiment analysis [
49].
Building on these findings, this study aims to validate the relationship between review sentiment scores and numerical review ratings within the context of the airport industry. By examining the correlation between travelers’ sentiments in reviews and their numerical ratings, this research seeks to offer valuable insights specific to airport customer experiences.
Based on the literature reviewed, we propose the following hypothesis:
H1. There is a significant relationship between review sentiment scores and numerical review ratings, indicating that positive or negative sentiments in reviews align with the numerical ratings provided by customers.