The Influence of Sustainability on Customers' Choice Behavior in Luxury Hotels Using Online Review Data

As sustainability appears as a central subject in the hospitality industry, luxury hotels in Nigeria face more pressure to include environmentally friendly practices while they still maintain a greater standard of service and relaxation. Using the analysis of user-generated content from online review platforms, this study evaluates the influence of sustainability on customers’ choice behavior in the luxury hotel sector in Nigeria. Unlike conventional surveys, online reviews provide spontaneous, practical insights into visitors’ opinion and decision-making processes. This research utilizes quantitative textual analysis, including frequency analysis, co-occurrence network analysis, and cluster analysis of reviews collected from Google Maps. Important sustainability-related terms such as, green hotel, eco-friendly, and energy saving are found through text mining and analyzed in connection with customer attitude and hotel ratings. The findings reveal that visible and good-integrated sustainability procedures usually increase customer satisfaction, particularly among environmentally conscious tourists. Nonetheless, there is evidence that in some situations, there is a perceived trade-off between luxury expectation and green measures. This illustrates the need for strategic communication of sustainability within the luxury visitor experience. This study adds to both academic and business discussions by providing concrete details of how sustainability influences customer choice in luxury hospitality and demonstrates how useful online reviews are as a methodological tool in hospitality research.