Empirical Social Research to Identify Clusters of Characteristics that Underlie the Online Evaluation of Accommodation Services
Autori:
Olimpia I. BAN, Versavia ANCUSA, Victoria BOGDAN, Ioan Gh. TARA
Cod: ISSN: 1583-3410 (print), ISSN: 1584-5397 (electronic)
Dimensiuni: pp. 293-308
How to cite this article:BAN, O.I., ANCUSA, V., BOGDAN, V., TARA, I.Gh. (2015). Empirical Social Research to Identify Clusters of Characteristics that Underlie the Online Evaluation of Accommodation Services. Revista de Cercetare si Interventie Sociala, 50, 293-308. |
Abstract:
In tourism, online reviews are tools for researching the perceptions of the
tourists. The evaluation that all review websites do (Booking.com, TripAdvisor.
com, Expedia.com, etc.) involves making an average between the grades of 5,
6 or 7 features, each having an equally weighted average. It is likely that the
average obtained does not reflect actual consumer satisfaction, because for every
individual, the characteristics have different importance weights and may even
vary in content from one individual to another or from one situation to another.
The analysis of the reviews associated to the assessments would be revealing but
it is difficult to do, give their descriptive nature and the high number. The purpose
of this paper is to find a method which allows the identification of the characteristics
of hotels’ offer, from the reviews posted online, which are of interest to
consumers. This paper proposes a method capable of operating with a large
amount of descriptive data (15,200 reviews), complex neural networks, and to
identify clusters of characteristics of hotels’ offer, useful for configuring and
improving the offer. The method is tested through an empirical sociological
research on all the reviews posted at a time by the AmFostAcolo Romanian
website..
Keywords:
satisfaction, accomodation, online evaluation, complex network, Romania.
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