Abstract

The present study investigated the viewpoints of visitors and their experiences with al-Qarawiyyin as conveyed through Google Reviews. The study aimed to determine the primary aspects that underlie the visitors’ experiences at al-Qarawiyyin and to examine these experiences through sentiment. This research examined both quantitative ratings and qualitative comments. The reviews were obtained from Google by utilizing the Google Review Downloader tool. The reviews underwent content analysis in order to categorize them into distinct aspects or categories. Subsequently, a sentiment analysis was performed to ascertain positive, negative, and neutral viewpoints about the institution. The results unveiled seven key aspects pertaining to visitor experiences: access, education, facilities, general aspects, location, national and international heritage, and serenity. The categories of national and international heritage, as well as facilities, were given greater emphasis, while the category of location received comparatively less attention. Based on the examination of star ratings and sentiment, it can be inferred that the majority of visitors were satisfied with their experience at al-Qarawiyyin. Nevertheless, the aspect that garnered the bulk of one-two-star ratings and negative reviews was the access category. The results of this study carry significant implications for scholarly investigations in the fields of higher education and tourism.