Comparing competitive advantages of hotel services using opinion mining of online customer reviews: A study focusing on 5-star hotels in Seoul, Korea

초록

To survive and succeed in the hotel industry, it is critical for a hotel to understand its customers’ needs and their satisfaction levels. Opinion mining of online customer reviews can be a promising solution to this end. However, opinion mining for a single hotel alone is insufficient to analyze the strengths and weaknesses of the hotel. For a better understanding of the customer satisfaction and the current service quality, the quality of competitors should be considered together. This paper presents a competitive study that identifies and compares the competitive advantages of hotel services using opinion mining. The top 10 most reviewed 5-star hotels in Seoul are chosen for the analysis, and their 3,313 Korean reviews posted on TripAdvisor.com in 2015-2018 are crawled and analyzed. A lexicon-based attribute-level opinion mining is conducted for nine service attributes (i.e., room environment, service, basic facility, dining, location, auxiliary facility, furniture and appliances, bathroom, and price), and the percentages of positive and negative reviews are extracted for each attribute which are in turn converted to three comparison indices: Positive Rate, Satisfaction Score, and Integrated Index. The proposed analysis enables a hotel to identify its relative performance and rank in the market at the attribute level and helps understand its strengths and weaknesses compared to the competitors. © 2020 ICIC International.

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