A Study On The Impact Of Hotel Reception And Consumer's Comments On Hotel Sales

In twenty-first Century,the internet business model,which is dominated by users,has developed rapidly with the advent of the Web2.0 era.As well as The hotel reservation market is in full swing.Consumers are accustomed to using online mobile terminals to make hotel reservations.However,online reviews are important factors that affect consumers' decision making in hotel reservation.Once online reviews are generated on the booking platform,they will never be deleted.This has a negative impact on the online word-of-mouth of the hotel,and then seriously affecting the hotel sales performance.Therefore,managing and replying consumer reviews effectively has become a hot topic in the field of online reviews in recent years.At present,few scholars regard Hotel reply as explanatory variable.This thesis will take hotel reply as the breakthrough point,aiming at improving the theory of online word of mouth marketing,and providing suggestions for enterprises to manage online reviews.and then using web crawler technology to get hotel reviews,hotel responses,hotel sales and related information in meituan.com.Based on the previous research and theoretical basis,the hotel return variables are divided into the number,length and time interval of hotel reply.Based on the previous research and theoretical basis,the hotel return variables are divided into the number,length,time interval of hotel reply,and the hotel reply emotion intensity variable.Finally,this thesis studied the impact of the above variables on hotel sales and the moderating effect of hotel grade and emotional intensity.The main contents and conclusions are the following three aspects:Firstly,the hotel reply quantity,length,matching degree have a significant positive impact on hotel sales.and hotel reply time interval has a significant negative impact on hotel sales;Secondly,hotels in different grades have a negatively significant moderating effect in the length of hotel reply,the time interval between Hotel response and hotel sales.On the other hand,There is a negative significant moderating effect of the hotel's return intensity on the number,length,time interval,match ratio and hotel sales volume of the hotel.Finally,the text analysis shows that the hotel managers should pay special attention to the seven aspects of the hotel :service,facilities and environment,health,location,price,transportation and catering facilities.Consumers are most satisfied with hotel prices and transportation.They are generally satisfied with facilities,environment,location and service,and are most dissatisfied with health and catering facilities.and in the operation of hotels,apartments,roadhouse,and youth hostels(low grade)should pay special attention to traffic.Economy hotel;express inn,and love hotel(middle class)should pay special attention to location.Traders Hotel,the theme hotel,the Villa Hotel(high-grade)should pay especially attention should be placed on environmental facilities.Resort Hotel,Parent-child Hotel,Luxury Hotel,and The spa hotel(luxury-grad)should pay particularly attention to the restaurants,variety of dishes,and taste.