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Korean Academic Society of Business Administration
[ Article ]
korean management review - Vol. 46, No. 1, pp.137-156
ISSN: 1226-1874 (Print)
Print publication date 28 Feb 2017
Received 17 Aug 2016 Revised 25 Oct 2016 Accepted 07 Nov 2016
DOI: https://doi.org/10.17287/kmr.2017.46.1.137

호텔 등급에 따른 온라인 리뷰 유형과 유용성의 관계 분석

이현애* ; 정남호** ; 구철모***
*(주저자) 경희대학교 일반대학원 호텔경영학과 halee8601@khu.ac.kr
**(교신저자) 경희대학교 호텔경영학과 nhchung@khu.ac.kr
***(공저자) 경희대학교 컨벤션경영학과 helmetgu@khu.ac.kr
The Relational Analysis between Types of Online Hotel Review and Usefulness according to the Hotel Class
Hyunae Lee* ; Namho Chung** ; Chulmo Koo***
*Department of Hotel Management, Graduate School, Kyung Hee University, First Author
**Department of Hotel Management, Kyung Hee University, Corresponding Author
***Department of Convention Management, Kyung Hee University, Co-Author

초록

호텔 상품의 비분리성과 무형성으로 인해 호텔의 잠재 고객들은 이미 호텔 상품을 소비해본 사람들이 게재하는 온라인 리뷰를 통해 더 정확하고 신뢰할만한 정보를 탐색하는 경향이 있다. 따라서, 잠재 고객들이 유용성을 인식한 온라인 리뷰는 그들의 구매 결정에 영향을 미치는 중요한 역할을 하는 것으로 나타났다. 그러나, 사람들은 그 리뷰가 어떻게 표현되며, 특정 호텔에 대해 무엇을 요구하느냐에 따라 리뷰에 대해 유용성을 다르게 인식할 수 있다. 이에 따라 본 연구는 트립어드바이져에 게재된 서로 다른 등급의 두 호텔(3성급 호텔과 5성급 호텔)에 대한 온라인 리뷰를 수집하고, 이를 토대로 2개의 Study를 실시하였다. 구체적으로, Study 1에서는 리뷰에서 사용된 긍정적인 단어의 비율을 토대로 온라인 리뷰를 강한 긍정 리뷰와 약한 긍정 리뷰로 구분하였으며, Study 2에서는 리뷰의 이성적인 단어와 감성적인한 단어의 비율을 비교함으로써 리뷰를 이성적인 리뷰와 감성적인 리뷰로 구분하였다. 연구 결과, 호텔 등급에 따라 더 유용하게 인식되는 리뷰의 언어적 속성이 서로 다르게 나타났다. 3성급 호텔에 대한 리뷰는 긍정적인 단어의 비율이 낮을수록, 이성적인 단어의 비율이 더 높을수록, 더 유용하게 인식되는 것으로 나타났다. 반면, 5성급 호텔에 대한 리뷰에서도 긍정적인 단어의 비율이 낮은 리뷰가 더 유용하게 인식되는 것으로 나타났으나, 그 차이가 3성급 호텔에 비해 매우 근소하게 나타났으며, 감성적인 단어의 비율이 높은 리뷰가 더 유용하게 인식되는 것으로 나타났다. 이러한 연구 결과를 토대로 본 연구는 학술적, 실무적 시사점을 제시한다.

Abstract

Due to the inseparability and intangibility of hotel service, a great number of potential hotel consumers tend to search more precise and trustful information through the online reviews posted by other customers who have already stayed the hotels. Therefore, the online review usefulness has been regarded to play an important role in affecting the consumers' purchase decision. However, people can differently perceive review's usefulness in accordance with how the review is presented and what they require from the hotel. Therefore, this study focused on the effects of linguistic attributes of review on its' usefulness in accordance with hotel classifications. Therefore, this study conducted two studies with the online review collected from two hotels with different classification(3-stars and 5-stars) in Tripadvisor. In study 1, low-positive and high-positive reviews were distinguished based on the proportion of positive words, while in study 2, cognitive and affective reviews were distinguished by comparing their proportions. The results showed that there are significant interaction effects between linguistic attributes of online review and its usefulness. In case of 3-stars hotel, the higher the proportion of positive words, the higher the level of review usefulness and cognitive reviews were perceived as more useful than affective ones. On the other hand, in case of 5-stars hotel, the effects of low-positive and high-positive reviews were similar, and affective reviews were perceived as more useful than cognitive ones. With these results, this study provides theoretical and practical implications.

Keywords:

Online hotel review, Data mining, Review Valence, Review Language, Review usefulness, Hotel Class

키워드:

온라인 호텔 리뷰, 데이터 마이닝, 긍정적 리뷰와 부정적 리뷰, 인지적 언어와 감성적 언어, 리뷰의 유용성, 호텔 등급

Acknowledgments

이 논문은 2013년 정부(교육부)의 재원으로 한국연구재단의 지원을 받아 수행된 연구임(NRF-2013S1A3A2043345)

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• 저자 이현애는 경희대학교 관광학과에서 석사학위를 취득하고 현재 경희대학교 호텔경영학과 박사과정에 재학 중이며, 현재 경희대학교 스마트관광연구소 (Smart Tourism Research Center)의 연구보조원으로써 관광 분야에서의 증강현실, 소셜 미디어, 온라인 리뷰 등에 대한 연구를 진행 중이다. 그의 논문은 Technology Forecasting and Social Science, International Journal of Contemporary Hospitality Management, 관광학연구, 호텔경영학연구 등에 발표되었다.

• 저자 정남호는 현재 경희대학교 Fellow 교수로 호텔경영학과/문화관광산업학과에 재직 중이다. 성균관대학교 경영학부에서 MIS 전공으로 박사학위를 취득하였으며, 주요 연구관심분야는 Hospitality & Tourism 산업에서 소비자 행동 및 정보시스템 관리, 지식경영 등이다. 그의 논문은 Journal of Travel Research, Tourism Management, Information & Management, Computers in Human Behavior, 경영학연구, 경영정보학연구, 지식경영연구 등에 발표되었다.

• 저자 구철모는 현재 경희대학교 컨벤션경영학과에서 부교수로 재직 중이다. University of Minnesota, MIS Research Center에서 포닥 연구원과 Marshall University경영학과, 조선대학교 경영학부에서 MIS전임교수로 재직하였다. 주요 연구관심분야는 그린IT 전략과 성과, 스마트 관광 연구 등이다. 그의 논문은 International Journal of Electronic Commerce, International Journal of Information Management, Information Systems Frontiers, 경영학연구, 경영정보학연구, 지식경영연구 등에 발표되었다.