Analysis of the image perception of luxury hotels based on UGC data and customer value theory

Abstract

Based on the big data of major network platforms, this article combines the customer value theory and text content analysis to mine and organize the customer reviews of Grand Hyatt Guangzhou. Besides, ROST CM6 software is used to conduct content analysis, coming up with four types of image perceptions of the hotel including that experience perception, hotel service, hotel facilities, geographical environment. Moreover, the social network and semantic network analysis diagram based on UGC data, showing that the evaluation of customers' perception of hotel image is mainly in terms of service facilities, geographical location and convenience. Finally, this article combines the results of UGC data analysis to provide corresponding conclusions.