3요소 이론을 이용한 장거리와 단거리 여행 고객의 호텔 선택속성에 관한 만족도 분석

Abstract

With the recent development of information and communication technology, many customers now book hotels and pay through e-commerce platforms. TripAdvisor is a representative platform that provides such services, and there are currently various hotel e-commerce platforms available. In this competitive environment, it is essential to secure a continuous competitive advantage by increasing customer satisfaction through improving the quality and value of the hotel"s service attributes. Consequently, steady research on the satisfaction of customers visiting hotels is being conducted, with analysis mainly based on collecting survey and quantitative information. However, one of the major problems is the small amount of data collected, and the fact that information can only be collected for variables pre-set by the researcher. Furthermore, customers visiting hotels have different hotel selection attributes to consider depending on the travel distance. Travel distance is one of the crucial factors affecting hotel usage satisfaction and travel demand. In this study, we aimed to address this issue by collecting and categorizing reviews written by customers who visited the hotel on the hotel e-commerce platform TripAdvisor as either long-distance or short-distance travel customers, based on travel distance. Additionally, we classified the hotel selection attributes derived by applying Latent Dirichlet Allocation (LDA) to the collected reviews into three categories: stimulation factors, basic factors, and performance factors, based on the three-factor theory. Finally, we compared and analyzed the difference in liver between long-distance and short-distance travel customers. Our analysis suggests that the results of this study can be useful as a decision-making tool for improving hotel services and collecting marketing strategies in the future.