Research About Mid-end Hotel Service Attributes Optimization Based On Kansei Engineering

In recent years,with the development of the economy,the consumption structure of the Chinese people has become more open and diverse,and the mid-end hotels have sprung up and become a highlight in the hotel industry.However,the mid-end hotels in the market tend to be homogenized in most aspects,and their competition has become fierce.Therefore,how to obtain the customer's perceptual evaluation of hotel services and find the service elements that affect the customer's perceptual level through the customer's perceptual evaluation of the hotel,and then optimize the service design becomes very important.This article takes mid-range hotel service as the research object,and applies the method based on Kansei Engineering theory to analyze the relationship between the service attributes(attribute space)of hotels and customers'perceptual perception(semantic space),and provides new ideas and methods for hotel service optimization.The research content mainly includes the following parts:(1)Apply text mining technology to mine online customer reviews and service introductions on the hotel's official website to identify service attributes and kansei words used by customers in order to generate the attribute space and semantic space of Kansei Engineering.Online customer reviews are a vital resource for objectively understanding customer expectations and customer perceptions.(2)The C5.0 decision tree algorithm is used to construct a model between hotel service attributes and user kansei words,user kansei words and emotional preferences.Therefore,the kansei words that have an important influence on emotional preference and the hotel service attributes that have an important influence on each kansei word are screened out.The result of the screening is the key to the optimization of hotel services.(3)Service optimization based on three-factor theory and AIPA analysis.Using the kansei words as a bridge,the performance-asymmetric influence matrix is obtained by AIPA analysis.The ordinate of the matrix divides the sensory image into basic factors,performance factors and excitement factors,and the abscissa divides it into low-performance parts and high performance.In part,the low performance part is the object we optimized.According to the results of previous studies,the optimization order of these three factors is basic factors,performance factors and excitement factors,and then the decision tree model between hotel service attributes and kansei words is used to optimize the service design.The research results promote the perceptual service design,making the hotel service design not only meet the functional needs of customers,but also better meet the emotional needs of customers.The relationship model between service attributes and customer kansei will make hotel service design closer to customers' emotional needs,help hotels improve existing services and stimulate new service design concepts,thereby increasing customer satisfaction and stickiness.