| Author: | 刘映今 Liu, Yingjin |
| Title: | 基于OTA大数据的国内酒店客房在线销量影响因素研究 |
| Other Title: | The factors influencing the online sales of hotel rooms in Mainland China based on OTA big data |
| Advisors: | 宋海岩 (SHTM) |
| Degree: | DHTM |
| Year: | 2023 |
| Subject: | Hotels -- Marketing -- China Hotel management -- China Internet marketing User-generated content -- Marketing Hong Kong Polytechnic University -- Dissertations |
| Department: | School of Hotel and Tourism Management |
| Pages: | 73 pages : color illustrations |
| Language: | Chinese |
| Abstract: | 本文利用了来自 Trip.com Group 的 OTA 大数据分析了影响中国酒店客房在线销售的因素。本文对口碑和电子口碑的概念、对消费者行为的影响以及评论信息的特征进行了全面的文献综述。本文使用了来自该网站全部 420958 间酒店的预订量、点评和回复等大数据，分别对豪华酒店、高档酒店和经济型酒店建立了多元线性回归方程，明确了弹性系数。研究发现，回应深度、房间数、点评评分等因素对在线预订有积极影响，而不同类型的酒店表扬率、点评深度因素影响效果不同，回复率对所有类型酒店的在线预订都没有积极影响。该研究还发现了一些变量的多重共线性和内生性问题，并相应地调整了模型。研究建议，酒店管理者应注重点评深度和回复深度、回复速度，以提高其在线口碑，增加预订量。最后，本文探讨了本研究对酒店业管理的启示和未来的研究方向。本研究的结果可为日后的研究提供可靠的研究基础，并为酒店管理者制定有效的声誉管理策略和销售政策提供实际的启示。 |
| Rights: | All rights reserved |
| Access: | restricted access |
Files in This Item:
| File | Description | Size | Format | |
|---|---|---|---|---|
| 7236.pdf | For All Users (off-campus access for PolyU Staff & Students only) | 1.5 MB | Adobe PDF | View/Open |
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