全球经济学杂志

The Study on Relationship Verification of e-wom and Hotel Operation Performance by Data Mining Technique

Abstract

Yu-His Yuan

The power of e-word-of-mouth are impact Hotel industry dramatically in the recent years. The Ambassador Hotel Group is a five-star rated business hotel type in Taiwan. Quantitative and qualitative data are retrieved from internet respectively based on data mining technique. Descriptive and regression analysis approach are used for quantitative data, meanwhile, text analysis and words meaning assortment are used for qualitative data. Result demonstrated that higher internet exposure rate will impact hotel’s operating performance positively. ‘Services’ is most important factor toward reviewer’s perspective regarding hotel impression. Otherwise, ‘Services’ is most comment word appeared in the reviews. Some suggestions are mentioned base on research findings.