基于在线评论的旅游企业品牌竞争力研究

The Research on Brand Competitiveness of Tourism Enterprise in View of Online Comments

移动互联网背景下,在线评论已经成为消费者之间分享旅游体验的平台。旅游产品是一种典型的体验性产品,旅游企业品牌的构建,非常依赖于消费者之间对旅游产品的口碑传播。在线评论信息传播方式具有交互性,对提高旅游产品品牌竞争力有巨大的推动作用。但是,在线评论中,评论者往往只是对旅游产品一个方面的特点进行评论,缺乏对旅游产品的综合性、多方位的评价,并且评价内容繁冗,其他消费者很难从这些庞杂的文本中迅速提炼出有用的信息。"大众点评"对旅游消费者评论文本数据进行了采集与挖掘,在旅游企业品牌竞争力分析上具有良好的信度和效度,层次分析法,在处理多目标决策问题上具有优势。结合大众在线点评数据和层次分析法各自的优势,通过对华东长三角经济区三家旅游企业竞争力指标的综合比较,提出了利用在线网络评论数据建模分析旅游企业品牌竞争力的新视角。

Under the mobile environment, online comments have been a stage for the customers to share the traveling experiences. Tourism products are the typical experiential products. The brand construction of tourism enterprise depends on public praise among the customers. The modes of communication of online comments arc interactive to increase the tourism products brand competitiveness. However, these comments are almost about one aspect of a tourism product and the customers couldn ＇ t have a full view. In the meantime, the comments are long and boring to the customers to draw some useful information. This research analyses the data of online comments to refer a new view on tourism brand competitiveness.