Hi,
The value has to do with the price vs the quality of services, the building and the facilities you provide. If you want to increase the level in the feedbacks rating, you have two choices. One is to decrease the prices but I don't recomend that method. The second is to work on increasing some or all the factors mentioned above. My opinion and policy is to keep the standards high that satisfy the guest's needs. That creates positive feedback from satisfied guests.
On tourism business one must be a good giver cause that's the way to make steady income.