基于语义网络分析的民宿顾客抱怨研究  

A Study on Customer Complaint of Home-stay Hotels Based on Semantic Network Analysis

作　　者：周晓睿 陈灵利 梁荣莹 ZHOU Xiaorui;CHEN Lingli;LIANG Rongying(School of Business,Guilin University of Technology,Guilin 541004,China;School of Business,Guangxi University,Nanning 530004,China)

机构地区：[1]桂林理工大学商学院,广西桂林541004 [2]广西大学商学院,广西南宁530004

出　　处：《经济论坛》2023年第1期102-112,共11页Economic Forum

基　　金：广西自然科学基金项目(2021GXNSFAA220066);广西高校中青年教师科研基础能力提升项目(2019KY0304)。

摘　　要：民宿在快速发展的同时也迎来了诸多挑战,由于民宿管理服务机制与顾客消费体验需求衔接不合理、民宿经营不到位等问题导致了顾客抱怨频繁出现。以桂林阳朔民宿为例,根据携程网的总共8980条有效抱怨评论的民宿数据,运用八爪鱼采集器和ROST文本分析软件对民宿顾客抱怨的在线评论进行高频词分类及语义网络分析。研究结果显示,民宿顾客抱怨主要来源于民宿的基本产品(床、洗漱用品、房间、早餐和卫生间)、期望产品(服务、隔音、停车、价格、安全、设施、诚信和卫生)和附加产品(空调、停车、网络、人性化和周围环境)3个层面,与核心价值、潜在产品、经营者回复率相关性不强。最后,通过把研究结果与实际发展情况相结合,提出具体的措施建议。With the rapid development of home-stay hotels,there are many challenges,such as the irrational connection between the management service mechanism of home-stay hotels and the customer consumption experi⁃ence need and the improper operation of home-stay hotels,which leads to the customers’frequent complaints.Taking Yangshuo home-stay hotels in Guilin as an example,this paper makes a high-frequency word classification and a semantic network analysis of online complaint reviews from home-stay customers with octopus collector and Rost CM6 on the basis of 8980 complaint reviews of Yangshuo home-stays in Ctrip.The results of the study shows that the main sources of customer complaints are the basic product(beds,toiletry,rooms,breakfasts and toilets),the expected product(service,sound insulation,parking,prices,security,facilities,integrity and sanitation)and the ad⁃ditional product(air-conditioners,parking,networks,humanity and surroundings),less related to the core value,the potential product and the operator’s response rate.Finally,this paper puts forward specific measure proposals by combining the research results with the actual development situation.

关 键 词：在线评论 民宿 顾客抱怨 内容分析 

分 类 号：F59[经济管理—旅游管理]