پديد آورندگان :
بخشي زاده برج، كبري دانشگاه علامه طباطبائي - گروه مديريت بازرگاني، تهران، ايران , سليمان زاده، اميد دانشگاه شهيد بهشتي، تهران، ايران , فكور يوسف آباد، محسن دانشگاه علامه طباطبائي - گروه مديريت بازرگاني، تهران، ايران
كليدواژه :
تجربه , هتل‌داري , متن كاوي , سايت , تريپ ادوايزر , گردشگري , شبكه مضامين
چكيده فارسي :
اين پژوهش با هدف ترسيم شبكۀ مضامين تجربۀ ميهمانان هتل با استفاده از تكنيك متنكاوي در هتل هاي
چهارستارة شهر تهران صورت گرفتهاست. اين پژوهش داراي رويكرد كيفي، از نظر هدف كاربردي و از نظر
روش جمع آوري دادهها توصيفي- تحليلي است. دادههاي پژوهش با استفاده از يك خزشگر از سايت
تريپادوايزر جمع آوري شده است. جامعۀ آماري اين پژوهش تمامي هتل هاي چهارستاره در شهر تهران است.
روش نمونه گيري در اين پژوهش تصادفي است. جهت تحليل داده هاي پژوهش نخست از تكنيك متن كاوي
و سپس از تحليل مضمون استفاده شده است. شبكۀ مضامين اين پژوهش شامل شش مضمون به شرح ذيل
است: تجربۀ محيط فيزيكي در هتل، تجربۀ مرتبط با كاركنان در هتل، تجربۀ ارتباطات اجتماعي در هتل،
تجربۀ غذايي در هتل، تجربۀ موقعيت مكاني در هتل و تجربۀ احساسي در هتل. از ديدگاه كاربردي، اين
پژوهش به مديران هتلها پيشنهاد مي كند تا در زمينۀ ابعاد تجربۀ ميهمانان برنامه ريزي هاي لازم را داشته باشند
و در نقاط تجربۀ مشتريان، خدمات مرتبط با اين ابعاد را ارائه دهند و انتظارات ميهمانان را برآورده سازند.
چكيده لاتين :
Experience is defined as the interaction between the individual and the
environment and internal response to this interaction. This internal
interaction includes emotions and thoughts that follow the sensory
perception of the environment. People's experience in hospitality and
hoteling is a collection of evaluations of different stages of service in
various interactions and consumption of products and services.
Therefore, understanding the experience points of hotel guests provides
the basis of providing appropriate services and products for them and
leads to the competitiveness of hotels. Thus, this study aimed to map
the thematic networks of hotel guests' experience using text mining
techniques in 4-star hotels in Tehran city. This research has a qualitative
approach and is applied in purpose and descriptive-analytical in the data
collection method. Research data is collected using a crawler from the
TripAdvisor site from January 2019 to September 2020.
The statistical population of this study is all 4-star hotels in Tehran city.
The sampling method in this research is random sampling. The sample
of this research includes Espinas Palace hotel (1413 Comments), Parsian Esteghlal (342 comments), Laleh hotel (222 comments), Homa
hotel (134 comments), and Azadi Grand hotel (82 comments). For
analyzing the research data, the first text mining techniques and then
theme analysis is used. The text mining process consists of five steps:
tokenize, transform cases, filter step words, stem (snowball), and
generate n-gram (terms). Also, the theme analysis consists of six steps:
familiarity with the text, initial coding, identify themes, construct
thematic networks, interpret thematic networks and represent reports.
So as to evaluate the validity, content validity and internal and external
validity have been used. In this study, the process of data preprocessing
has been done to ensure content validity. In order to evaluate the
internal validity, the criterion of information richness, and the external
validity, the theoretical replication criterion have been used. For
assessing reliability in this study, a structured process has been used to
record, write and interpret the data. The research's thematic networks
include six themes: physical environmental experience in the hotel,
experience related to the staff in the hotel, social communication
experience in the hotel, food experience in the hotel, location
experience in the hotel, and emotional experience in the hotel. From a
practical view, this research suggests hotel managers have the necessary
plans in the field of dimensions of guests' experience and provide
services related to these dimensions in tourist experience points to meet
their expectations. Finally, suggestions for future research as well as
research limitation are made.
