国际中文开源期刊平台

基于OTA网络点评的中档酒店顾客满意度研究——亚朵酒店集团为例

Customer Satisfaction Measurement Index and Methods of Midscale Hotels Based on OTA Online Reviews——Atour Hotel Group as an Example

管理前沿 / 2019,1(1)：46-66 / 2019-09-09 6326 9283

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• 作者： 孙逸文      邹光勇*     
• 单位：

  上海商学院酒店管理学院，上海

• 关键词： 中档酒店；网络点评；顾客满意度；亚朵酒店；在线声誉管理
• Midscale hotels; Online reviews; Customer satisfaction; Atour hotel group; Online reputation
• 摘要： 中档酒店已成为未来酒店行业最具潜力的细分市场，国内在理论研究方面则尚处于萌芽探索阶段。与此同时，网络点评已成为顾客在酒店预订决策时最为重要的信息。文章以本土中档酒店集团新兴代表——亚朵酒店集团为研究案例，依据OTA网络点评数据，应用网络爬虫技术、语义分析技术、层次分析法、观点数据法，综合确立各级指标及权重，建立基于网络点评数据的顾客满意度指标评价体系，以此解析顾客网络点评中所蕴含的消费者体验信息，为即时在线声誉管理及预警管理提供参考。本文主要创新之处在于提出了不同中档酒店如何建立适合自身网络点评数据特点的顾客满意度测评方法及参考性指标体系。
• In the future hotel industry, midscale hotel has become the most potential market segment. The academic research in this area is not that deep so far, while online reviews have also become the most important information for reference when tourists select which hotel will be the idea to reserve. The paper took the emerging representative of the Chinese midscale hotels: Atour Hotel group as the research samples. Based on the selected online comment data, web crawler technology, semantic analysis, analytic hierarchy process (AHP) and viewpoint data method were applied to sort the weight of indexes in hotels and to establish the evaluation system of the customer satisfaction. This system is going to assess the customer satisfaction so that we could analyze consumer experience information contained in customer network reviews. We then raised the suggestion on external marketing and reputation management of midscale hotel based on above conclusion. The main innovation of this paper is that it provides different hotels methods about how to establish their customer satisfaction evaluation methods and index system, which are suitable for their online review features.
• DOI： https://doi.org/10.35534/fm.0101004
• 引用：

  孙逸文，邹光勇．基于OTA网络点评的中档酒店顾客满意度研究——亚朵酒店集团为例［J］．管理前沿，2019，1（1）：46-66.

  https://doi.org/10.35534/fm.0101004