基于UGC数据酒店形象感知研究——以杭州西湖玉古路亚朵S吴酒店为例
Research on Hotel Image Perception Based on UGC—A Case Study of a Tour Hotel (Hangzhou West Lake Guyu Road)

该研究以在携程OTA的社交评论和图片为素材，采用文本词频统计的方法，辅以Python语言对文本情感倾向进行判断和情感词的统计，对杭州西湖玉古路亚朵S吴酒店认知形象和情感形象进行分析。研究表明：在认知形象方面，顾客对于主题精品酒店的印象，仍然以酒店的区位、设施、服务为主，酒店的IP概念并没有留下深刻印象；在情感形象上，无论是积极亦或是消极情感上，都是整体体验和酒店环境更能牵引住客的情绪。当酒店提供给住客的沉浸式体验不足时，住客较少对IP有足够反馈，利用IP经营自身酒店品牌社群的成效不高。本文基于研究结果，为IP酒店形象的构建提出建议。
Based on social comments and pictures in Ctrip OTA, this study adopts the method of text word frequency statistics, supplemented by Python language to judge the emotional tendency of text and statistics of emotional words, and analyzes the cognitive image and emotional image of Atour Hotel (Hangzhou West Lake Guyu Road). The research shows that in terms of cognitive image, customers’ impression of themed boutique hotels is still dominated by location, facilities and services of the hotel, and the IP concept of the hotel does not leave a deep impression. In terms of emotional image, whether positive or negative, it is the overall experience and the hotel environment that can better attract the mood of the guests. When the immersive experience provided by the hotel to the guests is insufficient, the guests seldom have enough feedback on IP, and the effect of using IP to operate their own hotel brand community is not high. Based on the research results, this paper puts forward suggestions for the construction of IP hotel image.