关于OTAs平台上的客户在线评论与酒店业之间的研究 - 4）发现和分析

4.0 Analysis and Finding

 

4.1 Model evaluation and SWOT analysis

 

Through the model built by SPSS Modeler, five Excel files that collected customer reviews were imported into SPSS and run the result. The evaluation of the model test research objective 1 to observe Identify if and how different types of customers (Families, Couples, Solo, Businesspeople and Friends) have different demand. This report chooses to be oriented towards 'hotel' and mining the special vocabulary from online customer reviews, such as positive and negative emotion vocabulary. And follow the SWOT marketing strategy analysis tool. Figure 5 shows that the tool makes companies know the current position and prospects of the business, but it is vital to ensure that results are carefully integrated into plans and strategies (Lorette 2020). Strengths and weaknesses are the internal elements of MI and IHG, they can control certain things and make the change (Parsons 2018). Opportunities and threats are external to the hotel, what is happening in the market. The report presented the finding and analysis result.

 

Figure 5: SWOT analysis of MI and IHG

4.1.1 Families

As shown in Figure 5 look at the related words of the hotel. The greater the relevance, the thicker the lines. The related words are displayed by boxes of different colours. The related words of different colours represent different types, and the type represented by each colour is displayed in the upper right corner. The most obvious difference is that red represents negative factors (Figure 7) and the green represents positive factors. Therefore, these types of distinctions will help this report to better study the customer's satisfaction with the hotel and the specific factors of the hotel.

Specifically, it can be seen that the positive factors of families' overall evaluation of the hotel account for the majority. Figure 6 among the positive factors 'excellent' correlation is 28 with 'hotel'. The thicker the line connecting the two variables, the greater the correlation between them. Also, ‘friendly’ is used to praise MI and IHG. The implication should be that the customers’ reviews are about the friendly and considerate service of the hotel staff.

 

Figure 6: Families review about ‘hotel’

Strength: MI and IHG relatively recognised by family customers, and the praise is high. The decoration of the hotel is beautiful, and the rooms make the guests feel comfortable. The service attitude of the hotel staff is kind. It can be seen that the management ability of the hotel is relatively efficient.

 

Families usually travel with their children and parents (Wang et al. 2020). Unlike other customers, everything about children staying in hotels is the most important part of families. It can be seen from Figure 7 have lots of reviews related to ‘kids’ The red box represents the type of negative factors. The negative factors related to ‘kids’ is ‘ignored’. The details provided by the family on the hotel’s rooms and services are easily overlooked. For example, whether the staff ignore to provide the children's tableware in time when dining in the hotel restaurant or ignored the request for additional supplies such as avoid prepare cold or ill-prepared food (Setupmyhotel 2020). About room amenities, families have their views, such as ‘shampoo’ and ‘supply basics toothbrush’. Shampoos possibly are not suitable for children