Hotel Experience Measurement Base On The Online Word Of Mouth Date Mining

The development of economy and advanced technology has brought us into theExperience Economy. Consumers are increasingly inclined to choose products and servicesthatcan bring them good experience in the Experience Economy. Customer requirementsfor hotel is not just about rest, more importantly, wonderful experience memories. Hotelreservation website,represented by Ctrip, has developed fast in recent years. After checkinginto the hotel, customer have willingness to evaluate the hotel. Great online word of mouthinformation, the real experience of customers, kept on the hotel reservation website, is ofgreat significance to study hotel experience.Hotel industryis a service-intensive industry.Customer experience is influenced by kinds of factors and different customers are affectedin different degrees. Online Word of Mouth Date Mining is used for hotel experiencemeasurement, and evaluation indicators are build to quantify online word of mouthinformation. First, hotel experience elements are divided into nine categories according tothe nature of hotel service and space affiliation. They are location and traffic, in-storeenvironment, in-store facilities, room environment, room facilities, service attitude, serviceefficiency, hotel catering and hotel features. Second, the subject and score of eachexperience element are determined according to the characteristics of online word ofmouth. At last, qualitative and quantitative methods are used to statistically analyze theresults.Artificial mining method and machine mining method are used in this paper for onlineword of mouth date mining. Artificial mining method mainly rely on people’s initiative toanalyze and input online word of mouth information. When machine mining methodanalyze the information, software is used through setting the related instructions. Artificialmining method is an effective test of machine mining method. It has guiding action on theset of instructions in machine mining method. This paper use artificial mining method todo experience measurement for100hotels in Chongqing, and gets the customer attentiondegree to each experience element and the relationship between each experience elementand the overall customer experience.In four municipalities, everyhotel experiencemeasurement score is obtained by machine mining method. Hotels within various types areranked in different citys. According to the results and the current development situation ofhotel industry, this paper predicts the future hotel development pattern and trends, andproposes five measures to improve the hotel business strategy.