Opportunities of big data applications to develop global marketing strategies: analyzing hotel guest online reviews

초록

This study seeks to opportunities of big data applications to develop global marketing strategies in Korean hotel industry. Online review, as one of the most advantageous user-generated contents, offers new insights into hotel customer satisfaction in a global society by discriminating among hotels by classes, and foreign customer review ratio. This study collected 96,085 user-generated reviews on expedia.com for 383 hotels from the capital area of Korea. By employing 3 x 2 between-subject ANOVAs, this study found that hotels with higher class differ statistically in terms of their customer satisfaction rates on the hotel attributes (Room cleanness, Service & staff, Room comfort, and Hotel condition). This study also found that hotels with higher ratio of the hotels’ foreign language review to the hotels’ Korean language review differ statistically in terms of their customer satisfaction rates on the hotel attribute of Service & staff; yet no difference found on other attributes.

키워드