Our main proposal is to integrate the heterogeneous feature ratings from various
Web sites with opinions about hotels into a five-point Likert scale SERVQUAL
questionnaire that characterizes them on their major conceptual scales, and which
allows us to obtain an overall value of service quality for each hotel. The main
requirement of the problem is obtaining this aggregation with higher levels of
accuracy while maintaining good linguistic interpretability. In this paper, we propose
a computation model to generate this integrated information, to obtain a value of
service quality for each hotel as a two-stage linguistic multicriteria decision-making
(MCDM) model. In the MCDM26,29−31 processes, the goal consists in searching the
best alternatives according to the linguistic assessments provided by a group of users
with respect to a set of evaluation criteria. Our proposal is based on two linguistic
MCDM processes, which are as follows: