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2020, vol. 8, br. 1, str. 37-48
Šta gosti hotela stvarno žele? Analiza onlajn recenzije pomoću rudarenja teksta
Goce Delčev University of Štip, Faculty of Tourism and Business Logistics, North Macedonia

e-adresacvetanka.ristova@ugd.edu.mk
Ključne reči: gost; hotel; onlajn recenzije; rudarenje teksta
Sažetak
Hoteli pružaju niz usluga zasnovanih na hotelskim atributima za koje pretpostavljaju da će ih gosti rado koristiti tokom boravka u hotelu. Odnosno, hoteli bar misle da su prepoznali atribute od značaja za njihove goste. Bez obzira na to da li postoji želja za visokokvalitetnom Wi-Fi tehnologijom, ekranom osetljivim na dodir, RFID ili hotelskom sobom koja je kontrolisana od strane tableta, ili pak za malim frižiderom, mikrotalasnom pećnicom i mogućnošću pripremanja čaja za porodicu, hoteli se danas nalaze u položaju gde onlajn recenzije predstavljaju jedan od najvrednijih alata za dobijanje uvida u faktore koji određuju iskustvo gostiju. Izdvajanjem onlajn recenzija 21 hotela sa pet zvezdica u Severnoj Makedoniji na Booking.com, ovaj rad istražuje atribute koji utiču na iskustvo gostiju analizirajući skupove onlajn pregleda primenom rudarenja teksta. Rezultati istraživanja nude dosledno razumevanje iskustva gosta izraženog u onlajn recenzijama u smislu utvrđivanja sadržaja koji povećavaju njegovo zadovoljstvo. Rad, takođe, prikazuje kako metodološki pristup rudarenje teksta omogućava korišćenje i vizuelno interpretiranje podataka, pa samim tim doprinosi studijama u oblasti hotelijerstva.
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O članku

jezik rada: engleski
vrsta rada: izvorni naučni članak
DOI: 10.5937/menhottur2001037R
objavljen u SCIndeksu: 02.07.2020.