Deluxe Hotel Facilities and Service Levels Experienced by Inbound Tourists in Pyongyang, North Korea: Focused on TripAdvisor Reviews Posted since 2012

Moon, Hye-Young; Sung-Jin Kang

doi:10.17086/JTS.2019.43.8.71.94

North Korea has positioned tourism as a strategic industry since the emergence of Kim Jung-eun’s regime. The purpose of this study is to examine the current state of facilities and services of super deluxe hotels, part of the core tourism infrastructure in Pyongyang, North Korea. For this purpose, this study adopted a mixed methods approach by conducting quantitative analysis for overall satisfaction, price, room, place, cleanliness, and bed quality, as well as qualitative text analysis of online reviews posted in English from 2012 to June 2019. The major findings are as follows. In the analysis of hotel facilities and services in Pyongyang, the level of overall satisfaction and service has improved over the past eight years. Meanwhile, the rest of the service items have not changed at all. Yet, cleanliness and bed quality were partially enhanced in LSD test results. From the text review analysis, 22 main themes and 68 sub-themes were identified across five areas. The most frequently mentioned theme was related to rooms. The revolving restaurant, staff service, hotel facilities, and beer were positive aspects of hotel service, while breakfasts, elevators, A/C, bathrooms, room supplies, and rip-offs were deemed negative.

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