OTA 리뷰를 활용한 호텔서비스품질 요인도출 - LDA토픽모델링 -
Deriving the Determinants of Hotel Service Quality using OTA Reviews - LDA Topic Modeling -
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초록
The purpose of this study is to develop the components of hotel service quality that are considered as determinants affecting customer behavior such as customer satisfaction and revisit. Traditional methods to develop service quality components that have heavily relying on in-depth interviews from experts or existing scales such as SERVQUAL scale that secured reliability and credibility. However, these methods have several limitations in reflecting the changing situation due to continuous intervention of subjective judgment criteria and generalizing findings due to the lack of samples. In order to overcome these limitations, this study used online hotel reviews as big data. In total of 4,695 1-5 star hotels on OTA site (Hotels.com), 378,339 reviews were gathered, and the new service quality factors and items were derived from LDA topic modeling analysis. As results, seven service quality topics are extracted: 'family friendly', 'human service', 'resource accessibility', 'room view', 'convenient facilities', 'check-in and reservation convenience', and 'cleanliness'. As this study employed new approach to derive the factors of hotel service quality, several theoretical and practical implications related to LDA topic modeling were discussed based on findings.
Abstract
The purpose of this study is to develop the components of hotel service quality that are considered as determinants affecting customer behavior such as customer satisfaction and revisit. Traditional methods to develop service quality components that have heavily relying on in-depth interviews from experts or existing scales such as SERVQUAL scale that secured reliability and credibility. However, these methods have several limitations in reflecting the changing situation due to continuous intervention of subjective judgment criteria and generalizing findings due to the lack of samples. In order to overcome these limitations, this study used online hotel reviews as big data. In total of 4,695 1-5 star hotels on OTA site (Hotels.com), 378,339 reviews were gathered, and the new service quality factors and items were derived from LDA topic modeling analysis. As results, seven service quality topics are extracted: 'family friendly', 'human service', 'resource accessibility', 'room view', 'convenient facilities', 'check-in and reservation convenience', and 'cleanliness'. As this study employed new approach to derive the factors of hotel service quality, several theoretical and practical implications related to LDA topic modeling were discussed based on findings.
참고문헌 (36)
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