Clustering family-friendly hotels’ guests to develop tourism marketing strategies

Author:

Ervianty Rizka1ORCID,Dina Nasa2ORCID,Prassetyo Sidarta1ORCID

Affiliation:

1. Airlangga University, Faculty of Vocational Studies, Department of Business, Surabaya, Indonesia

2. Airlangga University, Faculty of Vocational Studies, Department of Engineering, Surabaya, Indonesia

Abstract

An increasing number of guests in hotels evaluate the quality by reading online reviews. A deeper analysis of the attitude and behavior of the visitors is conducted to understand the experiences of guests, considering the diverse backgrounds and needs. This study aims to analyze the selection process of family-friendly hotels by guests, using available TripAdvisor online reviews, as well as for hotel management to better understand the comments left by guests and create more organized plans and policies. A model is devised that integrates clustering and Multi-Criteria Decision-Making-VIKOR (MCDM-VIKOR) method to prioritize the attributes of hotels based on the significance within each cluster of guests. Data is collected from online reviews of guests in family-friendly hotels in Indonesia. The features used for ranking preferences are the numerical ratings assigned to four attributes on the platform. These four features included ?location?, ?cleanliness?, ?service?, and ?value?. The results showed that ?cleanliness? evolved as the most critical factor in the majority of segments for selecting family-friendly hotels. To further comprehend the behavioral trends of guests and assist in decision-making, this study proposed a model capable of analyzing online reviews and ratings provided by customers.

Publisher

National Library of Serbia

同舟云学术

1.学者识别学者识别

2.学术分析学术分析

3.人才评估人才评估

"同舟云学术"是以全球学者为主线,采集、加工和组织学术论文而形成的新型学术文献查询和分析系统,可以对全球学者进行文献检索和人才价值评估。用户可以通过关注某些学科领域的顶尖人物而持续追踪该领域的学科进展和研究前沿。经过近期的数据扩容,当前同舟云学术共收录了国内外主流学术期刊6万余种,收集的期刊论文及会议论文总量共计约1.5亿篇,并以每天添加12000余篇中外论文的速度递增。我们也可以为用户提供个性化、定制化的学者数据。欢迎来电咨询!咨询电话:010-8811{复制后删除}0370

www.globalauthorid.com

TOP

Copyright © 2019-2024 北京同舟云网络信息技术有限公司
京公网安备11010802033243号  京ICP备18003416号-3