Aspect-Level Sentiment Analysis Using WangchanBERTa for Fine-Grained Service Insight Extraction in Hotel Reviews

Online booking site reviews substantially influence Thai SME hotel reputations and consumer decisions. Hotels should readily extract useful information from unstructured Thai-language ratings. WangchanBERTa, a Thai deep learning model, automates hotel sentiment analysis and strategic insight development in this study. System is two-stage. Phase 1 divides 10,040 Thai hotel reviews from Agoda, Booking.com, Traveloka, and Trip.com into good and negative attitudes and determines price, service quality, and cleanliness. Phase 2 extracts aspect-level information across 11 service characteristics to discover complex trends like consumers being satisfied with service but unhappy with cost. The sentiment categorization model performed well with 91.63% accuracy and 89.69% macro F1-score in experiments. The aspect-based sentiment analysis system achieved 91.63% accuracy, 91.55% macro precision, 91.63% recall, 91.52% F1-score, and real-world insight extraction. This methodology helps hoteliers listen to customers, integrate data into business ideas, and compete in Thailand’s tourism market.