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Deriving the Determinants of Hotel Service Quality According to Hotel Class in Korea by Using LDA Topic Modeling
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LDA 토픽모델링을 활용한 호텔등급별 서비스품질 요인도출

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Type
Academic journal
Author
Won-Sik Kim (대경대학교) Doo-San Kim (경기대학교)
Journal
한국무역연구원 무역연구 무역연구 제16권 제5호 KCI Accredited Journals
Published
2020.1
Pages
779 - 791 (13page)

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Deriving the Determinants of Hotel Service Quality According to Hotel Class in Korea by Using LDA Topic Modeling
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Abstract· Keywords

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Purpose This study aims to derive hotel service quality’s determinant factors according to hotel class by using OTA (online travel agency) reviews. Design/Methodology/Approach This study used OTA (Online Travel Agency) reviews as big data and grouped online reviews according to the hotel’s star rating: low-class hotel (1-3 stars) and high-class hotel (4-5 stars). A total of 378,339 online reviews were extracted from 4,695 hotels on the OTA site (Hotels.com), and the factors of service quality based on hotel class were categorized by LDA (Latent Dirichlet Allocation) topic modeling technique. Findings There were remarkable differences in factors of service quality between low-class and high-class hotels. Service quality factor (topics) of low-class hotels (1-3 stars) categorized as human service, cleanliness, accessibility to hotel, accessibility to surrounding resources, room noise, breakfast availability, and cost-effectiveness. The determinants of high-class hotels (4-5 stars) were grouped in family-friendliness, amenities, cleanliness, room service, human service, excellence in room view, and room convenience. Research Implications Theoretically, this study suggested a differentiated approach to derive hotel service quality’s determinant factors by using LDA topic modeling. Concerning practical implication, as this study showed different service quality factors according to hotel class, it is expected for hotels to develop differential strategies to attract customers.
#BigData #Hotel Service Quality #Hotel Rating #LDA Topic Modeling #OTA Hotel Reviews

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Aaker, J. L. / 1997 / Dimensions of Brand Personality / Journal of Marketing Research 34(3):347~356 google schola 하영임 / 2017 / 기업지원사업의 서비스품질이 지각된 가치와 고객만족도에 미치는 영향: 세종지역 사업화신속지원사업 수혜기업을 중심으로 / 무역연구 13(3):399~418 google schola Akbaba, A. / 2006 / Measuring Service Quality in the Hotel Industry: A Study in a Business Hotel in Turkey / International Journal of Hospitality Management 25(2):170~192 google schola Andrew, Y. N. / 2003 / Latent Dirichlet Allocation / The Journal of Machine Learning Research 3(1):993~1022 google schola 배기완 / 2014 / 서비스품질이 브랜드태도에 미치는 영향에 있어서 구전의 매개효과에 대한 연구 - 집단 간의 비교분석을 중심으로 - / 무역연구 10(6):1035~1071 dbpia

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