Exploration of global theme hotels through semantic network analysis of online customer reviews: Focused on Disneyland hotels
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초록
The emerging and rapid expansion of theme hotel is the outcome of fierce competition in lodging industry and theme hotels usually provided different and special themes for their target customers. This research was conducted to explore customers’ perception and preferences for themes hotels and Disneyland hotels were taken as the research subjects. Ucinet was used for data analysis after collecting 13,374 online customer reviews of Disneyland hotels from Google travel. Centrality analysis (Freeman's degree centrality and Eigenvector centrality) and CONCOR analysis were applied to understand the semantic network of keywords in reviews. As results, 74 words with high frequency were extracted. Afterwards, their connectivity and influence in the network were calculated as well. For the clustering by CONCOR analysis, four clusters were generated and labelled as “Staff service”, “Dining”, “Core product” and “Value & Family”. Results of this study could provide research directions for future research pertinent to theme hotels. Besides, four major dimensions procured from online reviews could help industry practitioners to establish corresponding marketing strategies.
Abstract
The emerging and rapid expansion of theme hotel is the outcome of fierce competition in lodging industry and theme hotels usually provided different and special themes for their target customers. This research was conducted to explore customers’ perception and preferences for themes hotels and Disneyland hotels were taken as the research subjects. Ucinet was used for data analysis after collecting 13,374 online customer reviews of Disneyland hotels from Google travel. Centrality analysis (Freeman's degree centrality and Eigenvector centrality) and CONCOR analysis were applied to understand the semantic network of keywords in reviews. As results, 74 words with high frequency were extracted. Afterwards, their connectivity and influence in the network were calculated as well. For the clustering by CONCOR analysis, four clusters were generated and labelled as “Staff service”, “Dining”, “Core product” and “Value & Family”. Results of this study could provide research directions for future research pertinent to theme hotels. Besides, four major dimensions procured from online reviews could help industry practitioners to establish corresponding marketing strategies.
참고문헌 (36)
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