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Perceived image study with online data from social media: the case of boutique hotels in China

机译：从社交媒体的在线数据感知图像研究：中国精品酒店的情况

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Purpose-The purpose of this paper is to deconstruct the multi-faceted dimensions of Chinese travellers' image of boutique hotels with a large amount of online textual data from social media (53,427 reviews written from 2014 to 2018), reinforcing the value creation of user-generated content via social media.Design/methodology/approach-With the aid of Python, a computer language, online textual reviews (53,427 reviews) of 86 high-end boutique hotels in seven cities (Beijing, Shanghai, Hangzhou, Nanjing, Chengdu, Qingdao and Sanya) were collected from the top-ranked online travel agency in China, Ctrip. com. Then, the overall perceived image of boutique hotels was revealed with the aid of Python.Findings-The results showed multiple dimensions of the image of boutique hotels. The overall image can be grouped into eight dimensions (room, service, food, environment, entertainment, location, price and value, and uniqueness). An affective image based on eight dimensions was further developed in the Chinese boutique hotel context. It appears that online data from social media are beneficial for hotel managers to learn travellers' overall perceptions of boutique hotels and help put more effective management strategies in place in the hospitality industry.Research limitations/implications-The relationship between cognitive image and affective image should be further investigated in future research. Theoretical implications are discussed from both cognitive image and affective image perspectives in the boutique hotel context. Managerial implications are highlighted to help industry managers understand the travellers' perceptions of the hotels, via online data from social media, and put more effective hotel strategies in hospitality industry.Originality/value-By using textual online data from social media, this paper deconstructs both the cognitive image and the affective image of boutique hotels. The dimensions of the most frequently mentioned concepts related to the Chinese boutique hotel industry are profoundly deconstructed, as is the uniqueness of the image of boutique hotels. The work is valuable for promoting effective marketing strategies in the hotel industry.
机译：目的 - 本文的目的是解构中国旅行者的多平方米的精品酒店的形象，提供来自社交媒体的大量的在线文本数据（53,427点从2014年至2018年的评论），加强了用户的价值通过Social Media.design/methodology/appropt-- Zeap -with-一种计算机语言，在线文本评论（53,427条点评）的86个高端精品酒店（北京，上海，杭州，南京，成都） ，青岛和三亚）被从中国排名第一的在线旅行社收集，携程。 COM。然后，借助Python.findings揭示了精品酒店的整体感知形象 - 结果显示了精品酒店的图像的多种维度。整体图像可以分为八个维度（房间，服务，食品，环境，娱乐，位置，价格和价值和唯一性）。在中国精品酒店环境中进一步开发了基于八个维度的情感图像。看来社交媒体的在线数据有利于酒店管理人员学习旅行者的精品酒店的整体看法，并帮助将更多有效的管理策略放在酒店行业中。研究限制/含义 - 认知图像与情感图像之间的关系应该在未来的研究中进一步调查。从精品酒店环境中的认知图像和情感图像视角讨论了理论意义。突出显示管理的影响，以帮助行业经理通过社交媒体的在线数据了解酒店的旅行者的看法，并在酒店行业中展示了更有效的酒店策略。这些论文解构了来自社交媒体的文本在线数据认知图像和精品酒店的情感形象。与中国精品酒店业相关的最常见概念的尺寸深刻地解构，是精品酒店形象的独特性。这项工作对于促进酒店业的有效营销策略是有价值的。

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