Exploring Hajj pilgrim satisfaction with hospitality services through expectation-confirmation theory and deep learning.

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Abstract

The Hajj is a religious event that attracts a significant number of Muslims from various countries who perform rituals in Mecca, Saudi Arabia. Despite the high volume of pilgrims that typically participate in the event, the number has been reduced in recent years due to the COVID-19 pandemic. The satisfaction of Hajj pilgrims with the quality of hospitality services provided during the event is a crucial factor that must be studied and understood. To achieve this goal, various psychological theories have been employed to explain the phenomenon. The advancement of big data and artificial intelligence has enabled the development of new analytical methodologies for evaluating psychological theories in the hospitality industry. In this study, we present a novel deep learning model that leverages the expectation-confirmation theory to examine the satisfaction of Hajj pilgrims with hospitality services. The model was trained and tested on data obtained from hotel review posts related to the Hajj. Based on our results, the proposed model achieved a high accuracy of 97 % in predicting the satisfaction of Hajj pilgrims. In addition, the results can be used to improve the quality of services provided to pilgrims and enhance their overall experience during the Hajj.© 2023 The Authors. Published by Elsevier Ltd.