武汉地区中外酒店服务质量对比研究——基于OTA住客点评的内容分析

Comparison of Service Quality of Chinese and Foreign Hotels in Wuhan——Based on the Contents of Guests' C comments on OTA

酒店服务质量优化是酒店行业竞争和酒店内部管理的重要关键点。住客通过OTA预定酒店,并对其入住期间酒店服务质量进行点评,客观上为酒店获得酒店服务质量反馈和对比其同类竞争对手的服务质量口碑提供一种服务优化信息来源和评价方式。本研究通过对OTA网站住客点评进行内容分析,在酒店服务质量多重属性上提炼核心概念和形成相关内容分析体系,用于对比武汉地区中外酒店服务质量关注度、满意度、离散度等差异,并加以存在差异根源的情景化解读,以期望对武汉地区中外酒店行业良性发展和服务质量持续改进提供针对性参考,并促进新兴国内品牌酒店服务创新意识和服务竞争优势。

The optimization of hotel service quality plays an extremely key role in competition of hotel industry and hotel interior management. Guests can book hotels through OTA and make comments on the quality of hotel service during their stay, which is not only a way for hotels to obtain feedback of their service quality, but also a source of information and appraisal for them to optimize their service through the contrast of themselves with their competitors in terms of their reputations. Based on the analysis of the contents of the guests＇ comments on OTA, this paper will re- fine core concepts from multiple attributes of hotel service quality, and forms a content analysis system in order to compare the service qualities between Chinese and foreign hotels in the aspects of attention, satisfaction and dispersion. The paper will give a situational interpretation of the cause of the differences obtained from the contrast. It is expected to provide targeted reference for benign development and continuous improvement of service quality of the Chinese and foreign hotel industry in Wuhan, and to raise awareness of innovating services and promote their competitive advantage of emerging domestic brand hotels.