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The effect of price on customer review ratings between budget hotel and guest house: Online review big data analysis

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중저가호텔과 게스트하우스는 비슷한 가격과 등급으로 숙박서비스를 제공하고 있어 고객에 대한 이해를 바탕으로 비즈니스 단위 비교분석을 통한 경쟁적 우위확보가 중요하다. 본 연구에서는 온라인리뷰 빅데이터를 활용하여 가격이 고객만족도 평점에 미치는 영향이 중저가호텔과 게스트하우스에서 다르게 나타나는가를 검증하여 마케팅 전략수립의 기초자료로 삼고자 하는데 그 목적이 있다. 본 연구는 온라인 호텔리뷰 사이트인 익스피디아에 게시된 서울시내의 117개의 중저가호텔과, 198개의 게스트하우스의 고객만족도 평점을 수집하여 이원 분산분석을 사용하여 분석하였다. 분석결과 첫째, 가격은 네 가지 영역의 고객만족도 평점에(객실 청결도, 직원 서비스, 객실 편안함, 숙박시설 컨디션) 모두 정의 영향을 미치는 것으로 나타났다. 둘째, 숙박시설의 형태는 고객만족도 평점에 유의한 영향을 미치는 것으로 나타났다. 셋째, 가격이 객실 편안함과 숙박시설 컨디션에 대한 평점에 미치는 영향은 숙박시설의 형태에 따라 다른 것으로 나타났다. 빅데이터를 활용하여 다른 형태의 숙박시설을 비즈니스 단위에서 비교연구를 시행한 본 연구는 이론적 시사점뿐만 아니라 숙박업과 OTA 운영과 관련한 실무적 시사점을 제시하고 있다.

Abstract

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