基于网络文本分析的中高档酒店顾客感知价值差异研究

The Research on Customer Perceived Value Difference for Middle and High Grade Hotels Based on Network Text Analysis

顾客价值成为酒店业的一大研究热点,而针对中高档酒店顾客感知价值差异的研究尚少。文章将以上海中高档酒店为研究案例,依据TripAdvisor.com网络点评数据,应用网文采集大师搜集网络点评内容,先是利用ROSTCM 6.0软件进行分词,统计词频为前50的词汇并进行社会网络分析,再是结合酒店顾客感知价值相关文献,对顾客感知价值因素进行编码,建立相关类目,在此基础上利用层次分析方法建立单层次模型,计算单层次感知价值因素权重,以此对比分析中高档酒店顾客感知价值关注度;最后对比分析顾客感知价值的消极因素,据此为中高档酒店的管理提供针对性建议。

Customer value has become a hot research topic in the hotel industry, but there are few researches on the perceived value of middle and high grade hotels.This paper takes middle and high grade hotels in Shanghai as a case study.The research is based on the data of Trip Advisor.com network application software to review web crawler to collect network comments.The first wastothe use of ROST CM 6.0 software for word segmentation and word frequency statistics for the top 50 wordsfor the social network analysis.Then, the research combined the customer perceived value of hotel related literaturewith encoding customer perceived value factors.The establishment of relevant categories was done based on the hierarchical analysis method of single level model to calculate the weight factorsof single level perceived value.The comparative analysis of hotel customer perceived value importance was carried out in this way. Finally,the comparative analysis of the negative factors for customer perception value was done.Based on the analysis, the paper aims to propose targeted suggestions for the management of middle and high grade hotels.