以文本分析法探酒店顧客之在線點評滿意度

An Analysis of Online Comment Satisfaction of Hotel Customers by Text Analysis

本文以攜程網之在線點評廣東省A酒店為研究案例，基於八爪魚爬蟲軟件提取出最新一年半的網絡點評進行文本分析，利用ROST軟件進行數據分析，根據相關文獻與結合分析結果，構建適用該酒店與同類型酒店適用之酒店滿意度評價指標，一級指標包含環境質量、服務質量、產品質量和總體感受等四項；二級指標包含客房環境、周邊環境、區位環境、服務質量、附加服務、餐飲質量、設施設備、衛生環境、感知價值和性價比等十項。研究結果對於研究個案酒店以及同類型的酒店經營管理具有參考借鑒意義，並為後續研究酒店顧客滿意度網絡評價之學者提供參考依據。

This paper takes Ctrip's online comment on a hotel in Guangdong Province as a research case, extracts the latest one and a half year's online comment based on Octopus crawler software for text analysis, uses Rost software for data analysis, and constructs the hotel satisfaction evaluation index suitable for the hotel and the same type of hotel according to the relevant literature and combined with the analysis results. The first level index includes environmental quality Service quality, product quality and overall feeling. The secondary indicators include ten items: guest room environment, surrounding environment, location environment, service quality, additional services, catering quality, facilities andequipment, sanitary environment, perceived value and cost performance. The research results have reference significance for the study of case hotels and the operation and management of the same type of hotels, and provide a reference basis for scholars who follow-up study the network evaluation of hotel customer satisfaction.