온라인 리뷰를 통한 라이프스타일 호텔의 서비스 품질 속성에 관한 연구 - 전통적인 호텔과의 차이를 중심으로 -

Abstract

The purpose of this study was to understand the unique characteristics of lifestyle hotel by analyzing the nature of hotel attributes based on the online customer review data. More specifically, this study attempted to empirically address the following research questions: (1) what are the differences in the hotel attributes rated by hotel customers between hotel segments (i.e., lifestyle vs. general hotels), and (2) how those hotel attributes ultimately influence the overall rating of customers' hotel experience? The result showed that review scores of both overall rating and the individual hotel attributes for general hotel brands are higher than those of lifestyle hotel brands. Besides, service is slightly less important for lifestyle hotel brands than general hotel brands. It would help marketers better understand their customers and in turn, develop effective marketing strategies.