基於網路文本分析法探究民宿意象

Exploring the Image of Home Stay Based on the Analysis of In ternet Text

本文基于網路文本分析法探究顧客住宿民宿後感知的民宿意象，利用八爪魚採集器收集Agoda平臺上的台中一中A民宿近三年的網路評價文本，進一步使用Rost CM6軟件針對搜集的評價文本內容進行高頻特徵詞的分析和歸納，構建衡量該民宿意象的指標體系，分別爲位置意象、設施意象和服務意象三大指標，進一步基于指標體系的網路評價文本數據進行情感分析，得出顧客對本研究個案的關注要素與總體意象感知。研究結果顯示顧客對該民宿的情感傾向正向積極，以設施意象最爲，其次爲位置意象與服務意象，但存在噪音、行李寄放、隔音、健身設備、網路等問題，本研究依據分析結果，對該民宿提出相對應的建議，研究成果亦可爲後續學者就此類型課題的探討提供參考依據。

Based on the online text analysis method, this paper explores the perception of home stay images after customers stay in a home stay, collects the online evaluation texts of A home stay in Taichung No. 1 Middle School on the Agoda platform for nearly three years by using octopus collectors, and further uses the Rost CM6 software to analyze and summarize the collected evaluation text content with high frequency features, so as to build an indicator system to measure the home stay images, which are respectively the location image, facility image and service image. Further, based on the online evaluation text data of the indicator system, we conduct an emotional analysis to obtain the customer's concern factors and overall image perception of the case. The research results show that customers have a positive emotional tendency towards the home stay, with the facility image being the most important, followed by the location image and service image, but there are problems such as noise, luggage storage, sound insulation, fitness equipment, and the Internet. Based on the analysis results, this research puts forward corresponding suggestions for the home stay, and the research results can also provide a reference for subsequent scholars to explore this type of topic.