经济型酒店在线口碑评价研究

发布时间：2018-09-09 08:51

【摘要】：随着互联网的快速发展和信息时代的到来,人们越来越多的通过网络获取信息,发表评论。互联网的快速发展也极大地提高了口碑信息传播的速度和广度,同时也使口碑的影响力成倍的增长,在线口碑也越来越受到企业家和研究者的重视。近年来,国内各大旅游网站都推出了酒店预订平台,平台上的酒店点评为顾客的酒店选择提供了相关信息,也为顾客提供了一个相互交流的平台。本文以近年来蓬勃发展的经济型酒店为研究对象,选择了驴评网上600多位网友对上海的经济型酒店的在线评价进行实证研究,最终得出了经济型酒店顾客最为关注的几个评价主题,并给经济型酒店管理者针对酒店的服务质量改进提出了相关建议。论文第一章分析了本研究的背景与意义、研究框架和概念界定。第二章通过文献研究总结了国内外在线口碑研究现状,以及关于旅游及酒店的在线口碑研究成果。另外,对在线口碑在旅游领域的研究,笔者提出了几点建议。第三章介绍了本研究的理论方法基础——内容分析法和深度访谈法。第四章是实证研究,选择了驴评网上600多位网友对上海的经济型酒店的在线评价,最终形成1591条主观评论句,通过内容分析法和李克特5级量表对15个评价主题进行打分,并结合深度访谈法进行了补充研究,得出结论：经济型酒店的地理位置与周边环境、卫生安全、交通便利、服务态度、设施设备、性价比和客房舒适度最受顾客关注,笔者根据研究过程与结果给酒店管理者改进服务质量提出了相关建议。第五章是研究总结与展望,对本次研究进行总结,并指出研究的局限和后续研究的方向。
[Abstract]:With the rapid development of the Internet and the arrival of the information age, more and more people through the network to obtain information, comments. The rapid development of the Internet has greatly improved the speed and breadth of word of mouth information dissemination, at the same time, the influence of word of mouth has increased exponentially, and online word of mouth has been paid more and more attention by entrepreneurs and researchers. In recent years, all the domestic tourism websites have launched a hotel reservation platform, the hotel comments on the platform provide relevant information for the hotel selection of customers, but also provide a platform for customers to communicate with each other. In this paper, the booming economic hotel in recent years as the research object, selected more than 600 online donkey evaluation of the online evaluation of Shanghai's economic hotel for empirical research. Finally, several evaluation topics which are most concerned by economical hotel customers are obtained, and some suggestions are put forward for the improvement of service quality of economical hotel managers. The first chapter analyzes the background and significance of this study, research framework and concept definition. The second chapter summarizes the current situation of online word-of-mouth research at home and abroad, as well as the online word-of-mouth research on tourism and hotels. In addition, the author puts forward some suggestions for the research of online word-of-mouth in the field of tourism. The third chapter introduces the theoretical basis of this study-content analysis and depth interviews. The fourth chapter is an empirical study, selected more than 600 online donkey evaluation of the online evaluation of economic hotels in Shanghai, the final formation of 1591 subjective comment sentences, through the content analysis method and the Likett 5 rating scale to evaluate 15 evaluation topics. In combination with the in-depth interview method, it is concluded that the geographical location and surrounding environment, health and safety, transportation convenience, service attitude, facilities and equipment, performance / price ratio and comfort of guest rooms are the most concerned by customers. According to the research process and results, the author puts forward some suggestions for hotel managers to improve service quality. The fifth chapter is the summary and prospect of the research, and points out the limitations of the study and the direction of further research.
【学位授予单位】：华东师范大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F724.6;F719;F224

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