Review Anaylsis: Big Sky Resort

In this blog post I will be using Chat GPT in order to complete a review analysis based on the Big Sky Resort’s positive and negative Google Maps reviews.

Positive Review Analysis:

In order to start this project, I first went to Google Maps and typed in “Big Sky Resort” into the search bar, I then clicked on the reviews tab and sorted them by the highest rating. Once I sorted the 4-5 star reviews, I went and selected the top 100 reviews, and copied them. The next step was to paste the reviews into the Chat GPT chatbox, and entered the prompt “What are the customers most satisfied with based on the reviews?”

• The result:
  • Based on the reviews you provided, customers are most satisfied with the following aspects of Big Sky Resort:
    1. Scenic Beauty and Mountain Views
       Many reviewers praise the stunning mountain scenery and breathtaking views that Big Sky offers. For example, Sean Minnig highlights the “breathtaking mountain views,” while other visitors like Eileen Markum and Angelo Russoniello also emphasize the impressive landscapes.
    2. Variety and Quality of Ski Terrain
       Guests are impressed with the wide range of terrain suitable for all levels. Nikhil Srivatsa notes that Big Sky is ideal for skiers of all abilities, with its massive size, snow quality, and varied runs. Ray Lopez also mentions the long, well-maintained runs suitable for different skill levels.
    3. Friendly and Helpful Staff
       Several reviews mention the excellent service provided by the staff. Mark Savage, Rob Nichols, and David Jackson all highlight specific staff members who went above and beyond to ensure a great experience, making the visitors feel welcome and well-cared-for.
    4. Top-Notch Facilities and Amenities
       Guests appreciate the resort’s facilities, such as the quality of the ski lifts, heated seats, and available amenities. Brooke BB and John Merlino comment on the impressive amenities, from heated seats on the lifts to well-appointed gyms and comfortable accommodations.
    5. Family-Friendly Atmosphere and Activities
       Many reviews mention how Big Sky is accommodating for families and groups. Aaron Hull notes that the resort offers a great experience for all ages, and Brooke BB points out the excellent beginner areas, which were perfect for her family’s younger members.

    Overall, visitors find Big Sky Resort a well-rounded destination offering quality experiences, impressive scenery, friendly service, and a diverse range of activities for all ages and skill levels.

Next, I took the review analysis to a deeper level by conducting a word association by prompting the Chat GPT to “Extract positive keywords from those reviews, and analyze the frequency and associations of these keywords”

• The result:
  • Here’s an analysis of positive keywords from the reviews and their frequency and associations:
    

    1. Scenic/Views

    • Frequency: High
    • Associations: Often described as “stunning,” “breathtaking,” and “beautiful,” guests emphasize the unique appeal of Big Sky’s landscape. Words like “mountain,” “summit,” and “scenery” often appear with this term, reflecting how much visitors value the visual experience.

    2. Staff/Service

    • Frequency: High
    • Associations: Guests frequently mention “friendly,” “helpful,” and specific staff members (like Chad and Geoff) who provided outstanding service. Words like “attentive” and “exceptional” are commonly associated, reflecting the personal touch that staff provide and the positive impact on the overall experience.

    3. Amenities/Facilities

    • Frequency: Moderate to High
    • Associations: Often highlighted are “top-notch,” “quality,” and “well-appointed” facilities, with specific mentions of amenities like heated seats, gym facilities, and ski lifts. Keywords such as “comfortable,” “spotless,” and “luxurious” are associated, showing that guests appreciate the resort’s efforts to enhance convenience and luxury.

    4. Activities

    • Frequency: Moderate
    • Associations: Described with words like “variety,” “family-friendly,” and “fun,” this keyword emphasizes Big Sky’s range of options for visitors of all ages. Terms like “hiking,” “biking,” “skiing,” and “adventure” are frequently associated, especially for visitors interested in outdoor activities beyond skiing.

    5. Family-Friendly

    • Frequency: Moderate
    • Associations: Guests who visit with families mention that Big Sky accommodates all age groups. Keywords like “kids,” “all ages,” and “beginner-friendly” appear alongside this term, demonstrating Big Sky’s appeal to diverse groups and families with young children or beginner skiers.

    6. Food/Dining

    • Frequency: Moderate
    • Associations: “Excellent,” “fantastic,” and “variety” are frequently associated with food at Big Sky, along with specific mentions of restaurant quality. The keyword “recommendations” also appears, reflecting positive dining experiences and helpful staff suggestions.

    7. Adventure/Excitement

    • Frequency: Moderate
    • Associations: This keyword is linked with Big Sky’s appeal to thrill-seekers and outdoor enthusiasts, often alongside words like “unique,” “memorable,” and “exciting.” It underscores the sense of adventure associated with the resort’s diverse terrain and activities.

    8. Value

    • Frequency: Low to Moderate
    • Associations: Though guests note Big Sky can be costly, they frequently mention it’s “worth it” for the quality and experience provided. This term appears with words like “investment,” “quality,” and “experience,” showing that visitors feel their spending yields a rewarding experience.

    Summary

    The high-frequency keywords—scenic views, staff, amenities, and activities—highlight the main attractions for visitors, while secondary keywords like family-friendly, adventure, and value emphasize the specific qualities that enhance their stay. Together, these terms paint a picture of Big Sky Resort as a destination focused on excellent service, breathtaking scenery, diverse activities, and a quality experience for both individuals and families.

Lastly, I proceeded to ask for suggestions based on the findings. The prompt used was “What would be suggestions from the findings?”

• The result:

  • 1. Highlight Scenic Beauty in Marketing

    • Suggestion: Emphasize Big Sky’s stunning scenery and breathtaking mountain views in advertisements, social media posts, and the website. Consider creating more visual content—like drone footage or panoramic shots of the mountains—to showcase what visitors consistently praise. This could enhance Big Sky’s image as a must-visit location for nature lovers and photography enthusiasts.
    • Action: Use phrases like “Experience Unmatched Mountain Views” or “Ski with the Most Scenic Backdrop” in promotional materials.

    2. Leverage Positive Staff Interactions

    • Suggestion: The staff’s friendliness and helpfulness are repeatedly mentioned. Highlight this strength by showcasing staff stories or testimonials on the website and social media. Consider adding a staff recognition program, where specific employees (like Chad and Geoff) are acknowledged for their exceptional service.
    • Action: Incorporate a “Meet the Team” section online or include staff features in a monthly newsletter to give the resort a more personal, approachable image.

    3. Promote Family-Friendly and Versatile Activities

    • Suggestion: Given the positive feedback from families, market Big Sky as a top destination for all ages. Focus on family packages or family-friendly events, and create targeted content around beginner and intermediate ski lessons, adventure options, and kid-friendly areas.
    • Action: Introduce or promote seasonal family packages and emphasize amenities that cater to various age groups, like easy trails for beginners and safe, fun activities for children.

    4. Maintain and Enhance Facilities and Amenities

    • Suggestion: Keep investing in top-notch amenities, as they’re a notable selling point for visitors. Consider expanding or updating facilities like gyms, spa areas, and food options to keep them competitive and continue impressing visitors.
    • Action: Gather feedback through surveys on what amenities guests would like to see improved or added, and promote any new upgrades heavily through Big Sky’s communication channels.

    5. Develop Content Around Diverse Activity Options

    • Suggestion: The variety of terrain and activities is a strength. Develop content that covers these offerings, such as guides for different skill levels, activity breakdowns by season, or features on less-known adventure options. Use blog posts, vlogs, or downloadable guides to educate visitors about the full range of experiences available.
    • Action: Consider producing a series of “Insider Tips” blog posts or video guides for different skiing levels (beginner, intermediate, advanced) and highlight off-slope activities to draw a broader audience.

    6. Address Cost Concerns with Value-Focused Messaging

    • Suggestion: While some reviewers find Big Sky expensive, they often acknowledge the value for the quality provided. Highlight how spending at Big Sky is an investment in a unique and memorable experience. Consider introducing value-based offers, like off-peak pricing or bundling packages to cater to cost-conscious travelers.
    • Action: Include testimonials that emphasize the experience’s worth, and consider loyalty programs or early-booking discounts to incentivize repeat visits.

    7. Boost Marketing of Dining Options

    • Suggestion: With positive feedback on food and dining experiences, promote Big Sky’s culinary offerings. Feature restaurant reviews, chef interviews, or behind-the-scenes content on the resort’s dining options. This adds another layer of appeal for food lovers visiting the resort.
    • Action: Develop a dedicated section on the website for dining options, including seasonal specials or a featured dish of the month.

    8. Promote Environmental and Wellness Initiatives

    • Suggestion: With increasing awareness of health, wellness, and environmental responsibility, Big Sky could emphasize its commitment to sustainable practices and healthy lifestyle opportunities. Promote eco-friendly initiatives like sustainable dining, green building practices, or partnerships with local conservation efforts.
    • Action: Create content that outlines the resort’s environmental initiatives and wellness-focused activities, like yoga classes, guided nature hikes, or local wildlife tours.

    9. Enhance Online Presence with User-Generated Content

    • Suggestion: Leverage the positive online reviews by encouraging visitors to share their experiences on social media. Develop a hashtag campaign or a photo contest to increase user-generated content that showcases the resort from various visitor perspectives.
    • Action: Share guest photos and testimonials on Big Sky’s official channels to foster a sense of community and authenticity.

    10. Create More Digital Resources for Trip Planning

    • Suggestion: With many guests relying on thorough research before visiting, provide detailed guides and tools online. Offer trip-planning resources, interactive maps, or sample itineraries tailored to different types of visitors (families, thrill-seekers, or wellness-focused tourists).
    • Action: Develop a series of downloadable itineraries or a mobile app that provides insider tips, trail conditions, dining suggestions, and activity guides.

    By implementing these suggestions, Big Sky Resort can continue to enhance the guest experience, attract a broader audience, and maintain its reputation as a premier destination for outdoor enthusiasts and families alike.

Negative Review Analysis:

Like the positive review analysis, I used the same google maps search, however, in order to visualize the negative side I sorted the reviews by the loweset ratings. The next step was to copy the 1-2 star reviews and paste them into the Chat GPT chatbox, along with the prompt “What are the customers least satisfied with based on the reviews?”. 

• the result:
  • Based on the reviews, customers are most dissatisfied with the following aspects of Big Sky Ski Resort:

1. High Prices: Several reviews mention that the resort’s lift ticket and overall prices have become excessively high. One customer criticized a $270+ ticket price for a single day in December, feeling the resort caters to a corporate audience rather than local guestservice Issues**: Complaints about poor service include rude staff and experiences where customers felt neglected or treated poorly. One reviewer noted the staff was unfriendly and unhelpful .
2. Poor Hotece: Negative experiences at the resort’s accommodations are a recurring theme. Issues like bedbugs, a police task force disturbance at the hotel, and dirty rooms were highlighted .
3. Safety Concerns: the resort had issues with crowded slopes and a lack of enforcement of safety rules, especially in beginner areas where faster skiers posed a danger .
4. Inadequate Signage: One reviewer hrating experience due to poor signage on the slopes, which led to confusion and made skiing more difficult for beginners .
5. Extra Charges for Amenities: Many customersthe additional fees for things like tram rides and food, which they felt should be included in the overall resort experience .

These points indicate a significant customer dissatisfactivice, safety, and the resort’s overall value proposition

 

In order to gain a more in-depth analysis, I continued to find the word associations. In order to do so I asked Chat GPT  to “Extract negative keywords from those reviews, and analyze the frequency and associations of these keywords”

• the result:

  • Associations:

    1. Pricing Issues:
       • Keywords: “absurd”, “overpriced”, “extra charge”, “greed”, “no longer afford”
    2. Customer Service:
       • Keywords: “rude staff”, “unfriendly”, “no help”
    3. Safety Concerns:
       • Keywords: “dangerous”, “no control”, “terrorizing”
    4. Accommodation Issues:
       • Keywords: “horrible”, “bedbugs”
    5. Crowds and Accessibility:
       • Keywords: “crowded”, “lack of control”, “terrible signage”
    6. Flexibility and Policies:
       • Keywords: “lack of flexibility”

    These keywords highlight the key areas of dissatisfaction among customers, including pricing, service quality, safety, accommodations, crowd management, and inflexible policies.

Lastly, I asked Chat GPT to provide suggestions based on the review analysis. This was the prompt that was given: “What would be suggestions from the findings?”

• the result:
  • Based on the negative reviews and common issues identified, here are some suggestions for Big Sky Ski Resort to address the concerns and improve customer satisfaction:
    

    1. Address Price Concerns

    • Suggestion: Consider offering more affordable pricing options, especially for locals and families. The high ticket prices are a frequent complaint, and offering discounts or loyalty programs for returning customers could help ease this.
    • Action: Explore tiered pricing, group discounts, or off-season deals to balance affordability with resort costs. Also, consider clearer communication about pricing changes to manage expectations.

    2. Improve Customer Service

    • Suggestion: Ensure that staff, especially in customer-facing roles, are properly trained to handle all customer needs, including managing difficult situations calmly and professionally.
    • Action: Conduct regular training sessions focused on customer service, problem-solving, and maintaining a positive attitude, even in high-pressure situations.

    3. Enhance Communication and Signage

    • Suggestion: Improve signage, especially for beginners, to prevent confusion on the slopes. Customers reported getting lost and accessing runs that were too advanced for their skill levels due to poor signage.
    • Action: Ensure clear, visible signage throughout the resort and consider offering on-site orientation sessions for first-time visitors. Adding digital maps or mobile apps with real-time location tracking could also help.

    4. Focus on Safety and Ski Patrol Presence

    • Suggestion: Address safety concerns by ensuring better patrol presence and crowd control, especially in beginner areas. The reports of collisions in areas designated for beginners show that there are safety lapses.
    • Action: Increase ski patrol visibility on crowded or high-risk slopes. Implement stricter rules in beginner areas to keep faster skiers in appropriate zones. Provide better communication on safety protocols.

    5. Improve Resort Amenities and Accommodation Quality

    • Suggestion: Pay attention to the quality of accommodations, food, and general resort amenities. Reviews mentioned issues with overpriced food, poor bed conditions (e.g., bedbugs), and lack of facilities.
    • Action: Increase investment in regular checks and maintenance of hotel rooms and amenities. Offering packages that include meals or bundling lodging with lift tickets could improve perceived value.

    6. Streamline the Cancellation Policy

    • Suggestion: Reevaluate the resort’s cancellation policy, as one review noted dissatisfaction with inflexibility. A more lenient or transparent cancellation policy might help customers feel more secure in booking their trips.
    • Action: Offer more flexible cancellation or rescheduling policies to accommodate customers who may need to adjust plans, especially during uncertain times or emergencies.

    7. Improve Transparency and Address Overcrowding

    • Suggestion: Overcrowding is another key concern, especially during peak seasons. Customers expressed frustration about crowded slopes and lifts.
    • Action: Implement a capacity management system to control the number of visitors on the slopes and in ski lifts, particularly during peak hours. Encourage reservation-based skiing to better manage crowd flow.

    8. Offer Better Value for Money

    • Suggestion: Review the resort’s overall pricing structure to ensure customers feel they are getting good value for their money.
    • Action: Consider creating bundled deals for accommodation, lift tickets, meals, and rentals. This could offer a more cost-effective option for customers while also increasing the resort’s revenue through package sales.

    By addressing these pain points, Big Sky Ski Resort can improve its reputation and customer satisfaction, potentially leading to higher customer loyalty and better reviews.

 

In the end, I think the overall use of Chat GPT to help sort and analyze reviews, such as Goolge Maps, can be very helpful and timesaving. Not only does it give one the idea of the general positive attributes and the common negative complaints, it can also provide highlights of keywords used with a high frequency. This gives the user, Big Sky Resort, an understanding of what to be aware of, and the different suggestions to help keep the positive reviews, and taking the suggestions provided to help solve the negative reviews.