Using Word Trees, Word Networks, and Tag Clouds to Provide Meaningful Insights: A Case Study of Electronic Word of Mouth for Hotel Service Delivery

Anil Bilgihan; Denver Severt; Jay Kandampully

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Using Word Trees, Word Networks, and Tag Clouds to Provide Meaningful Insights: A Case Study of Electronic Word of Mouth for Hotel Service Delivery

机译：使用词树，词网络和标签云提供有意义的见解：用于酒店服务交付的电子口碑案例研究

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The combined use of data mining techniques and qualitative consumer reports can provide meaningful insights into service performance and relevant decision making. In several case studies, the authors combine qualitative comments from an online hotel feedback website about popular travel destinations, as reported by business, pleasure, and mixed-use travelers. After extracting 1,893 useable customer comments, using a web spider application, the study software produced summaries of qualitative comments in the form of tag clouds, word networks, and word tree images. This technologically enabled analysis of consumer-reported information provides consumer researchers with more objective ratings of qualitative consumer assessments of their experience across various units of analysis, with several applications for corporate and operational management. Furthermore, several implications inform consumer researchers and corporate consumer research departments about effective ways to investigate and serve industry. This study also has several limitations that suggest routes for further research.

机译：数据挖掘技术和定性消费者报告的结合使用可以提供有关服务性能和相关决策的有意义的见解。在一些案例研究中，作者结合了在线酒店反馈网站上有关受欢迎的旅游目的地的定性评论，如商务，休闲和混合用途旅行者报告的那样。在使用网络蜘蛛应用程序提取了1,893条可用的客户评论之后，该研究软件以标签云，单词网络和单词树图像的形式生成了定性评论摘要。这种对消费者报告的信息进行技术分析的方法，可以为消费者研究人员提供客观的定性评估，以定性评估消费者在各种分析单位中的经验，并为企业和运营管理提供多种应用程序。此外，有多种含义可为消费者研究人员和公司消费者研究部门提供有关调查和服务行业的有效方法的信息。该研究还存在一些局限性，为进一步研究提出了建议。

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来源
《International Journal of Service Science, Management, Engineering, and Technology》 |2013年第4期|19-42|共24页
作者
Anil Bilgihan; Denver Severt; Jay Kandampully;
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作者单位

Florida Atlantic University, Boca Raton, FL, USA;

University of Central Florida, Orlando, FL, USA;

Ohio State University, Columbus, OH, USA;

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原文格式 PDF
正文语种 eng
中图分类
关键词
Electronic Word-Of-Mouth (E-WOM); E-WOT; Hotels; Online Reviews; Service Experience Comments; Web 2.0; Web Postings;

机译：电子口碑（E-WOM）;电子信箱;酒店;在线评论;服务经验评论;Web 2.0;网络发布;

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4. Electronic Word of Mouth and Media Richness: Investigating the Effects of Electronic Word of Mouth on Customer Patronage Behavior [C] . Charlene Dadzie AMA Wenter Marketing Educators Conference . 2014

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5. A social networks analysis of the influence of national culture on word of mouth referral behavior in the purchase of industrial services in the United States and Japan. [D] . Money, Richard Bruce. 1995

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6. A Literature Review of Word of Mouth and Electronic Word of Mouth: Implications for Consumer Behavior [O] . Nuria Huete-Alcocer -1

机译：口碑和电子口碑的文献综述：对消费者行为的启示
7. Figure 1: (A) Example of a text-based forma mentis network. A TFMN can be represented either as an edge-coloured graph or as a multiplex network. Positive (negative) words are highlighted in cyan (red). Neutral words are in black. Syntactic links between positive (negative) words are highlighted in cyan (red) too. Syntactic links between positive and negative concepts are in purple. All semantic links of meaning overlap are highlighted in green. (B) Infographics about how a TFMN is assembled. Individuals organise their knowledge and emotional perception of the real world in their mental lexicon (comic clouds). [O] . -1

机译：图1：（a）基于文本的Forma Mentis网络示例。 TFMN可以用作边缘彩色图形或作为多路复用网络表示。在青色（红色）突出显示正（负）单词。中立词是黑色的。在青色（红色）突出显示正（否定）单词之间的句法链接。正面和消极概念之间的句法链接在紫色。含义重叠的所有语义链接都以绿色突出显示。（b）关于TFMN如何组装的信息图表。个人在他们的精神词典（漫画云）中对现实世界组织了他们的知识和情感感知。

Using Word Trees, Word Networks, and Tag Clouds to Provide Meaningful Insights: A Case Study of Electronic Word of Mouth for Hotel Service Delivery

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