基于网络点评的五星级酒店形象感知研究

Study of Image Perception of Five Star Hotels Based on Online Comments

网络点评在一定的程度上反映了顾客对该酒店的形象感知。采用内容分析法,以金茂威斯汀大饭店为例,对酒店网络预订排行前三名的三大网站预定平台:携程网、Starwood以及去哪儿网,进行一年内所有点评数据的收集。通过Rost Content Mining软件对数据进行高频词提取,并对高频词进行整理分析,再通过对高频词词组之间的研究分析、对文本的情感分析,从中了解顾客的心理,得出影响酒店形象的主要因素为:员工的服务态度、房间卫生、酒店设施设备、地理位置和酒店早餐。提出改善酒店设施设备、提高服务质量、优化餐饮产品、突出个性化服务以及建立负面评价体系的应对体系等措施,为酒店提高自身形象和营销工作提供一定的参考和依据。

To a certain extent,online comments reflect customers'perception of a hotel's image.Using content analysis method and taking the Westin Beijing ChaoyangHotel as an example,this paper collects all the comments data in one year from the top three booking platforms:Ctrip,Starwood and Qunar.Byextracting high-frequency words from the datathroughRost Content Mining software,and sorting out and analyzing the high-frequency words,analysis of high-frequency phrases and emotional analysis of the text are conductedto understand the psychology of customers,and to come to the conclusion that the main factors affecting the hotel image are:staff's service attitude,room hygiene,hotel facilities,location and hotel breakfast.The countermeasures are put forward,including improving hotel facilities and equipment,improving service quality,optimizing catering products,highlighting personalized service and establishing a response system of negative evaluation,which can provide some reference and basis for hotels to improve their images and marketing efforts.