The Influence of Online Reviews on Customer Selection of Island Hotels: Focusing on Jeju Island
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Online data mining in big data is increasingly utilized across various industries, including tourism, food evaluation, hotels, and various app software. Customers’ online reviews significantly impact these sectors, influencing other customers’ perceptions and thereby affecting industry development. In the hotel industry, online reviews are particularly influential due to the intangible nature of hotel services, making it difficult for customers to assess quality before use. This paper examines online reviews of hotels in Jeju Island to identify the external factors that influence customer choice attributes. Using word frequency analysis in big data mining, the study reveals that room quality is the most critical factor in customer selection, aligning with traditional industry trends. Moreover, the "catering services" provided by hotels significantly influence customer choices. This study highlights that, for island hotels, customers place a greater emphasis on tangible services in their selection attributes.
Abstract
Online data mining in big data is increasingly utilized across various industries, including tourism, food evaluation, hotels, and various app software. Customers’ online reviews significantly impact these sectors, influencing other customers’ perceptions and thereby affecting industry development. In the hotel industry, online reviews are particularly influential due to the intangible nature of hotel services, making it difficult for customers to assess quality before use. This paper examines online reviews of hotels in Jeju Island to identify the external factors that influence customer choice attributes. Using word frequency analysis in big data mining, the study reveals that room quality is the most critical factor in customer selection, aligning with traditional industry trends. Moreover, the "catering services" provided by hotels significantly influence customer choices. This study highlights that, for island hotels, customers place a greater emphasis on tangible services in their selection attributes.