In Search Of Patterns Among Travellers' Hotel Ratings Under Place-related Context And Travellers' Profile

With the expansion of China's online accommodation market and the popularization of online consumption patterns,more and more people choose to book hotels on the Internet.The boom in the online accommodation market has brought a good opportunity for the development of the OTA(online travel Agency).Customers consider the price while booking a hotel room on the OTA.They might also take other customers' comments into consider,as these comments partly reflect their satisfaction.To reduce the production of low-score comments and increase sales,hotel manager needs to focus on customers' comments,find out hotel's shortcomings and improve them.Most of the existing literatures consider how the overall rating affects hotel sales.This paper further explores the impact of sub-ratings on hotel sales,such as location,facility,service and cleanness.We also consider the heterogeneity of the place that the hotel located and the variety of traveler's profile.This paper takes the hotel as the research object,introduces the context theory and determine the context of this study.Place-related context,traveler context and rating context compose this study's context.To delve deeper,travelers were classified according to their profiles,namely,solo,family,friend,couple and business.Hotels straddled across five place-related contexts,namely,Residential Area,Office Area,Downtown,Culture and Education District and Mixing zone.This study analyzes difference of rating that economy and luxury hotels,under different place-related contexts,received from different profile of travelers.Besides,this paper takes a look at comments to find out how much attention travelers pay to different aspects of the hotel.Using python,this paper has collected 668679 user-generated reviews on Ctrip.com for 4807 hotels from Guangzhou,as well as the hotel's peripheral address type label from Baidu Map Open Platform.To solve above problems,multivariate regression model is constructed,as well as the two-way factorial analysis of variance and the content analysis.There are three research results.Firstly,sub-ratings have a significant positive effect on hotel sales,and the rating of location has the greatest impact.Secondly,place-related contexts,travelers' profiles,and their interactions had a significant impact on the difference in ratings for both economy hotels and luxury hotels.Thirdly,travelers pay more attention to economy hotel's services,followed by cleanness,location and facilities.However,travelers pay the least attention cleanness of luxury hotels.According to the content analysis of the low-score comments,this paper has found out the potential problems that might cause travelers' dissatisfaction.In view of the above research results,some advices are given to hotel managers,designers of online booking platform.