부산대학교 도서관

The purpose of this study is to compare the differences between Hilton hotels in South Korea and U.S.A. through online customer reviews. Two individual keywords “Ananti Hilton” (South Korea) and “Roosevelt New Orleans Waldorf Astoria Resort” (U.S.A.) were used to collect online review data from Google Travel. Total 6,102 reviews were collected using SCTM 3.0 which is web crawling program developed by Wellness & Tourism Big Data Research Institute at Kyungsung University. Text mining, semantic network analysis, factor analysis and regression analysis were performed to explore the meaingingful information from reviews. As a result, words like “Room”, “Service”, “Staff”, related to hotel customers experience showed high frequencies. In addition, different factors of two hotels (”Facility”, “Service” and “Value” for South Korea, “Service” and “Value” for U.S.A) were examined to see the impact on customer satisfaction. This study provided theoretical implications related to the use of online reviews, and presented practical implications to hotel managers to increase customer satisfaction. In addition, this study showed limitations in interpreting the results and provided suggestions for future studies.