伴随着互联网的快速发展,在线评论作为在线互动中的广泛形式,深刻地改变信息产生和传播的方式,并对顾客行为和企业的电子口碑经营产生重要的影响.目前经济型酒店品牌之间的竞争日益激烈,在线评论潜藏价值的挖掘就成为激发市场活力,获取竞争优势的有效途径.文章通过一个在线数据抓取工具,收集携程网上大连经济型酒店的在线评论信息,对选取的5个经济型酒店品牌进行顾客住宿满意度单因素方差分析、酒店属性的跨品牌比较、以及顾客在线评论数的波动分析,揭示了这5个经济型酒店品牌的顾客满意度水平和电子口碑现状,描绘了各酒店品牌在线评论数的季节性特征,并根据研究发现为酒店的品牌管理提供一些参考和建议.%With the rapid development of the Internet, online reviews as a wide-ranging form of online interaction profoundly change the way that information is generated and disseminated, and have an important impact on customer behavior and business of electronic word of mouth (eWOM).At present, competition among budget hotel brands is becoming more and more intense, and the excavation of hidden comments becomes an effective way to stimulate market vitality and gain competitive advantage.This paper collects the online review information of five budget hotel brands selected in Dalian by an online data collection tool, carries on the single factor variance analysis of customer satisfaction, the cross-brand comparison of the hotel property, and the fluctuation analysis of the number of customer online reviews.It reveals the customer satisfaction level and electronic word-of-mouth (eWOM) condition of the five budget hotel brands, depicts the seasonal characteristics of the online reviews of each hotel brand, and puts forward some reference and suggestions on hotel brand managements based on the research findings.
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