運用文字探勘探討臺灣金級環保飯店的評論：以Google 評論為例

Exploring Reviews of Taiwan's Gold-Level Eco-Friendly Hotels Using Text Mining: A Case Study of Google Reviews

本研究使用文字探勘技術，分析Google網站上的飯店消費者評論。結果顯示，金級環保飯店主要因卓越的服務品質而受到好評。環保飯店在客房、環境、服務和餐飲方面受到高度評價，評價主要著重在服務方面；而負評主要集中在價格與最基本的隔音與房間大小問題方面。以需求層次理論解釋這種不同需求結構對消費者評論的影響。金級飯店受到政府環保補助和旅遊優惠券的支持，減輕了價格負擔，增強了消費者對環保的支持。對於希望轉型為環保飯店的非環保飯店，建議改善價格策略，包括提升硬體設施水準、改善員工態度，以及提供環保激勵措施等，以更全面地滿足不同層次的消費者需求。

This study employs text mining techniques to analyze consumer reviews of hotels on Google's website. The results indicate that eco-friendly hotels are primarily praised for their excellent service quality. Eco-friendly hotels receive high ratings in terms of room quality, environment, service, and dining, while criticisms mainly focus on pricing and basic soundproofing and space issues. The impact of this distinct demand structure on consumer reviews is explained using Maslow's hierarchy of needs theory. Government environmental subsidies and travel vouchers support upscale hotels, alleviating price burdens and enhancing consumer support for environmental protection. For non-eco-friendly hotels wishing to transition into eco-friendly establishments, it is recommended to improve pricing strategies, including upgrading hardware facilities, improving staff attitudes, and offering environmental incentives, to more comprehensively meet the diverse needs of consumers.