基于在线点评的文化主题酒店运营优化——以盐官古城·开元观堂为例

Optimization of Cultural Theme Hotel Operations Based on Online Comments——A Case Study of Gucheng Yanguan New Century Guantang

文化主题酒店强调独有的文化体验,素来重视顾客体验感受。在线点评是顾客表达体验感受的重要方式之一。以盐官古城·开元观堂为例,收集其两年在线点评文本,分析顾客点评信息来源比例及慧评得分阶段变化,并基于内容分析法进行顾客感知及情感分析,得出:顾客最关注酒店服务,重视酒店基础产品,对酒店位置与风貌印象深刻;情感倾向积极,整体评价高。最后从注重员工培养、重视点评回复、提升服务品质、优化体验产品和强化特色氛围等五个方面提出文化主题酒店运营优化建议。

Cultural theme hotels emphasize the unique cultural experience and always attach importance to the customers'experience.Online comments are one of the important ways for customers to express their opinions.Taking Gucheng Yanguan New Century Guantang as an example,the author collected its two years'online comments,analyzed the proportion of websites that post comment information and the stage change in Huiping Score,and used the content analysis method to analyze the customer perceptions and feelings.The research shows that:customers pay most attention to hotel service,attach great importance to the basic products and are impressed by the location and style.The customers'emotional tendencies are positive and the overall evaluations are high.Finally,the author puts forward the suggestions of optimizing the culture theme hotel operations from five aspects:focusing on the staff development,emphasis on the feedback,improvement of the service quality,optimization of the experience products and enhancement of the distinctive atmosphere.