在线信息对酒店网上预订的影响研究——基于携程网酒店在线预订数据的分析

Exploring the Impact of Online Information on Hotel E-bookings——Based on the Analysis of the Data from Ctrip

在线信息如何影响消费者购买决策是酒店在线服务的一个关键问题。文章基于携程网1092家酒店网上预订数据,通过对数线性回归模型,分析了酒店特征信息、顾客评论信息和预订平台推荐信息对4类不同等级酒店在线预订的影响。研究表明:顾客评论信息对各类酒店网上预订影响最显著,但对五星级酒店的影响最小;酒店特征信息对五星级酒店网上预订影响最大,其中客房价格信息对四星级、三星级和经济型酒店的影响不显著;推荐信息对四星级酒店影响很显著,但其中的用户评级对四星级以外的酒店无显著影响。文章通过对顾客评论信息中的5方面内容分析发现:顾客对酒店设施、服务水平、周边环境的评价均显著影响酒店网上预订,而客房卫生评价对酒店预订的影响不显著。该研究可为酒店在线分类管理与客户信息服务提供指导。

How online information affects consumers＇ purchasing decision-making is a key problem.The study,based on the booking data from 1992 hotels on Ctrip.com and through logarithmic-linear regression model,analyzes the information about a hotel＇s characteristics and customers＇ comment as well as the impact of recommending information on e-bookings of four different ranking hotels.The study shows that customers＇ online comment information significantly influences hotel e-bookings except for five-star hotels.The information of hotel＇s attribute has significant influence on the online bookings of five-star hotels.The information about room rates has no significant impact on four-star hotels,three-star hotels and budget hotels.The information about recommendation significantly influences four-star hotels and users＇ rating has no significant impact on e-bookings except for four-star hotels.The paper,after analyzing customers＇ comment information,finds that customers＇ comments on hotel facilities,service level and surrounding environment all have significant impact on hotel e-bookings and sanitation comment of rooms does not show significant impact on the bookings.The study can provide guidance for hotel online classified management and clients＇ information service.