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Article
B&B PROMOTION MODEL CONSTRUCTION: A TOPIC-BASED TEXT MINING STUDY OF ONLINE CONSUMER REVIEWS1
Aiting Xu, Yingqi Zhang, Min Lin, Canyang Jin, Yuhan Zhu
ABSTRACT. Online reviews translated from consumer experience are an important dimension to be considered in B&B's reputation management. This study will analyse 209,163 online comments from Airbnb website through sentiment analysis, LDA theme model, semantic network and other methods, in order to explore the emotional differences generated by consumers in the process of commenting on B&B and the core concerns behind their emotions. Then, this paper establishes a B&B promotion model which considers the competitive barrier, competitive foundation and competitive advantage. The results showed that the main sources of negative sentiment were poor sound insulation effect, Lack of safety and Low level of cleanliness. Secondly, Effectiveness of communication, Symmetry of information, Accessibility of location are the key representative factors in bidirectional reviews. Finally, the more assets and advantages a positive review mentions, the more likely it is to inspire trust. The factors that contribute to these advantages include the surrounding facilities, a reasonable price. These research results will help to analyse the improvement points of B&B based on consumers' accommodation experience, develop promotion paths, and provide targeted guidance for B&B operators.
KEYWORDS: sentiment analysis; LDA topic model; B&B Promotion Model; opinion mining.
JEL classification: C6, C6, L8, C8.
1Acknowledgments: This paper is supported by the Key Program of National Philosophy and Social Science Foundation of China (NO. 17ATJ001) and Social Science Foundation of Zhejiang Province, China (NO. 22NDQN245YB). This work also supported by the characteristic & preponderant discipline of key construction universities in Zhejiang province (Zhejiang Gongshang University- Statistics) and Collaborative Innovation Center of Statistical Data Engineering Technology & Application.