온라인 리뷰 마이닝을 통한 국내호텔 서비스품질주요속성 분석

Abstract

With the aim of finding key attributes of hotel service quality in Korea, this paper presents an analysis based on online review mining. Online review mining is known as an effective means of understanding customer needs and identifying key attributes for customer satisfaction. In this paper, a total of 8,791 online reviews on 157 hotels in Seoul, Jeju, and Busan are collected from TripAdvisor and divided into 40 segments depending on hotel locations (Seoul, Jeju, Busan), hotel ratings (5-3 stars), and customer types (families, friends, couples, solo, business). A term-frequency analysis using text mining is performed to figure out the most frequently mentioned service attributes in each segment. The effect of different locations, hotel ratings, and customer types on attribute importances are examined by averaging and comparing term frequencies from individual segments. The results enables a better understanding of Voice of the Customer and provides useful information supporting hotel quality management and marketing.