運用文字探勘探討飯店住宿體驗與網路口碑

網際網路的發達促使資料的蒐集比起以往更加便利，民眾在購物或消費之前能在網路上預先搜尋關鍵字來搜尋其他消費者的使用狀況或體驗心得。網路口碑（electronic Word-Of-Mouth, eWOM）的好壞，往往影響顧客的消費決策，在旅遊業及住宿業中尤其明顯，為使正面口碑數增加、負面口碑數減少，本研究運用文字探勘技術（Text mining）分析Hotels.com中16家台灣本土的五星級飯店的網路口碑，共2173則中文評論。研究結果發現：（1）消費者的網路口碑內涵大多注重飯店內人員相關服務及客房內設備為大宗；（2）「飯店及公共空間」對環境設施元素有正面影響，負面則為為「盥洗、其他客人、房間備品」；「主餐、甜點」對產品使用元素有正面影響、負面則為「主餐及定價」；「服務人員及服務態度」對於人員服務元素則為正負面皆有影響；（3）網路口碑傳達顧客體驗後的感受，在環境設施體驗中的顧客感受有方便、失望、特別等21種，而產品使用中的顧客感受包含豐盛、划算、一般等24種，人員服務體驗中，顧客感受有體貼、專業、冷淡等17種；（4）綜合來說，飯店應維持良好的設施體驗及舒適的入住環境，減少髒亂及衛浴設備不良的情況發生。早餐的口味上應配合當地特色並提供多種樣式的餐點，改進口味及服務上的缺失。服務人員應凡事謹遵SOP，多為顧客著想，減少顧客爭議的產生。

關鍵字

網路口碑；文字探勘；體驗元素

並列摘要

The development of the Internet makes data collection more convenient than before. Consumers can use keywords to search other consumers’ feedback or the using experience on website before shopping. The quality of electronic Word-Of-Mouth (eWOM) affects consumer’s shopping decisions, and the phonemonen of above is particularly obvious in tourism and accommodation industry. For the purpose to underatand the methods to increase positive eWOM and minimize negative eWOM, the study conducts text mining to analyze 2,173 online feedbacks of 16 five-star hotels in Taiwan from Hotels.com. The findings of the study indicate: (1)Consumers' eWOM mostly focuses on the staff-related services and in-room facilities in the hotel; (2) "Hotels decorations and public spaces" have a positive influence on environmental facilities, while the negative is " washing utensils, other guests, room supplies"; "main meal and dessert" has a positive influence on feedbacks of accommodation sector, and the negative influence is "main meal and price-setting"; "service staff and service attitude" has both positive and negative influence on personnel service sector; (3) Consumers’feelings could be conveyed through eWOM after the experience. In the sector of the experience in environmental factilities, there are 21 kinds of feelings, including convenient, disappointed and special; In the sector of the experience in accommodation, there are 24 kinds of feelings including sumptuous, cost-effective and normal; In the sector of experience in personnel service, there are 17 kinds of consumers’feelings, including considerate, professional and indifferent. (4) In general, the hotel management should maintain good experience in facilities and comfortable accommodation environment and avoid any untidy and poor bathroom facilities to occur. The taste of the breakfast should coordinate to meet the local specialities and to provide a variety of choices for the improvement of the taste and service. Service personnel should follow the SOP in all matters, and behave considerately minimizing the occurrence of customer complaints.