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Decision Making based on Web 2.0 Data: The Small and Medium Hotel Management

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Decision Making based on Web 2.0 Data: The Small and Medium Hotel Management

  1. 1. Decision Making based on Web 2.0 Data: The Small and Medium Hotel Management MarcirioSilveiraChavesBusiness and Information Technology Research Centre (BITREC), UniversidadeAtlântica, Portugal marcirio.chaves@uatlantica.pt Rodrigo Gomes and Cristiane Pedron School of Economics and Management, Technical University of Lisbon, Portugal rodrigompgomes@gmail.com, cdpedron@iseg.utl.pt
  2. 2. Context A framework for Customer Knowledge Management based on Social Semantic Web.Chaves, MarcirioSilveira; Trojahn, Cássia and Pedron, CristianeDrebes.A Framework for Customer Knowledge Managementbased on Social Semantic Web: A Hotel Sector Approach. In: Customer Relationship Management and the Social andSemantic Web: Enabling CliensConexus. Colomo-Palacios, R.; Varajão, J. and Soto-Acosta, P. (Eds.). p. 141-157, Hershey, PA:IGI Global, 2012. ISBN: 978-161-35-0044-6Tuesday, June 12, 2012 ECIS 2012 - Barcelona 2
  3. 3. Outline• ResearchQuestions • Methodology • SampleCharacterisation • Data Analysis • Findings •FutureWorkTuesday, June 12, 2012 ECIS 2012 - Barcelona 3
  4. 4. Research Questions• What are the most valued concepts of the ontology (CO) (i.e. features) of SMH in the Lisbon region? What are the most commonly used qualifiers to mention these concepts?• What is the consistency between the rating assigned by customers who do online reviews and the content of the review of these same customers?• What is the customer’s perception (e.g. positive or negative) about the quality of SMH in the Lisbon region?• Do the SMH management use Web 2.0 technologies to provide feedback to their customers?Tuesday, June 12, 2012 ECIS 2012 - Barcelona 4
  5. 5. Methodology• Exploratory study• 1500 distinct reviews on SMH in the Lisbon region• First phase – All hotels in the Lisbon region registered in the National Registry of Tourism up to March 31, 2011. – Criteria: • the hotel must be independent – i.e. not belong to a chain of hotels; • it must have fewer than 120 rooms; • it must have at least 30 reviews available for 2010 on Booking.com and Tripadvisor online pages. Tuesday, June 12, 2012 ECIS 2012 - Barcelona 5
  6. 6. Methodology• Second phase – Reviews analysed using the following parameters: • Polarity: six categories: positive, negative, mixed, neutral, irrelevant, or uncertain; • CO and Relevance of CO: We chose the segments of the reviews containing relevant CO; • Strength of the Polarity (for each CO, polarity was identified in the following categories: very negative, negative, neutral, positive, or very positive; • Qualifier of each CO, i.e. the term attributable to a positive or negative use of the CO (e.g. cleanliness, size, and silence).Tuesday, June 12, 2012 ECIS 2012 - Barcelona 6
  7. 7. Methodology• Third phase – We analysed the sample data through Excel pivot table function - intersection of several variables.• SampleCharacterisation – 1500 distinct reviews from 50 hotels. – We chose 4039 excerpts from these reviews, all of them containing CO.Tuesday, June 12, 2012 ECIS 2012 - Barcelona 7
  8. 8. SampleCharacterisation • Type of customer Type of customer % Type of customer % Type of customer %Young couple 19.56 Couple 15.5 Other 0.67 7Individual 18.50 Family w/ young 4.99 Unable to identify 0.40travellers childrenMature couple 17.23 Family w/ older children 4.86 Co-workers 0.33 • Concepts of the OntologyGroup of friends 16.63 Extended family 1.26 Total 100.00 CO % CO % Room 31.3 Service 3.54 Staff 18.5 Bathroom 2.95 Location 16.9 Parking 1.63 Hotel 11 Restaurant 1.16 Breakfast 10.5 Others 2.47 12-Jun-12 Marcirio Chaves - marcirioc@uatlantica.pt 8
  9. 9. Data Analysis• Strength of the Polarity (SP) (%) Positive Negative Very positive Very negative Neutral Room 41.22 46.52 6.33 3.24 2.69 Staff 70.01 11.78 15.13 1.74 1.34 Location 65.64 10.28 22.17 0.29 1.62 Hotel 55.16 23.99 16.59 2.47 1.79 Breakfast 32.71 44.71 9.41 5.88 7.29 Service 27.27 60.84 2.80 4.90 4.20 Bathroom 8.40 81.51 2.52 5.04 2.52 Parking 52.38 44.44 3.17 0 0 Restaurant 29.79 53.19 8.51 6.38 2.13 Bar 29.17 54.17 16.67 0 0.00 Swimming Pool 42.11 42.11 10.53 0 5.26 Balcony 50 0 42.86 0 7.14 Check-in 45.45 45.45 0 9.09 0 Service Others 22.73 59.09 0 4.54 4.54Tuesday, June 12, 2012 ECIS 2012 - Barcelona 9
  10. 10. Data Analysis• Ratings and Strength of the Polarity (SP) – Relationshipbetween the evaluations made by the guests and the strength of the polarityin the comments. Strength of the Polarity (%) Positiv Negativ Very Very Neutra e e positive negative l 5 58 17 21 0 4 4 55 31 11 1 2 Rating 3 35 53 4 5 2 2 17 61 1 19 2 1 7 75 3 14 0 Tuesday, June 12, 2012 ECIS 2012 - Barcelona 10
  11. 11. Data Analysis• Concepts of the Ontology (CO) – CO and the country of origin of the reviewer Breakfas Bathroo (%) Room Staff Location Hotel t Services mPortugal 29 17 15 16 9 3 4UK 33 18 17 10 12 2 2Brazil 29 20 18 9 10 5 3USA 32 23 19 9 7 4 1Spain 30 12 17 16 12 2 6Ireland 34 22 15 8 11 2 2TheNetherlands 29 22 16 17 13 1 0Canada 34 18 16 9 10 5 4 Tuesday, June 12, 2012 ECIS 2012 - Barcelona 11
  12. 12. Data Analysis•Concepts of the Ontology (CO)and qualifiers• Breakfast • Hotel in general – diversity of the menu (44%) – price (30%) – food quality (20%) – cleanliness (17%) – silence (12%) – design (11%)• Parking – presence/absence (49%) – price (22%) • Location – accessibility (11%) – centrality (35%) – proximity to public transportation (22%) – surroundings (16%)12-Jun-12 Marcirio Chaves - marcirioc@uatlantica.pt 12
  13. 13. Data Analysis• A vertical analysis of the most frequent CO Room: – The most frequent qualifiers: • cleanliness (18%), size (14%), silence (13%), and bed (10%). – cleanliness, comfort, scenery, and the Internet - >positive evaluation – airconditioning, bed and sound proofing ->negative evaluation. Tuesday, June 12, 2012 ECIS 2012 - Barcelona 13
  14. 14. Data Analysis• A vertical analysis of the most frequent CO Staff – The most frequent qualifiers: positive – Friendliness – Helpfulness – Knowledge and indication of sightsandlandmarks – Knowledge of foreign languages Staff – The most frequent qualifiers: negative – lack of professionalism Tuesday, June 12, 2012 ECIS 2012 - Barcelona 14
  15. 15. Data Analysis• A vertical analysis of the most frequent CO – Staff: Qualifiers vs. Strength of the PolarityTuesday, June 12, 2012 ECIS 2012 - Barcelona 15
  16. 16. Data Analysis• A vertical analysis of the most frequent CO Location - The most frequent qualifiers: positive or very positive – near the city centre – proximity to access points for public transport – proximity to the beach – safe surroundings – quiet – luxurious appearance Location – The most frequent qualifiers: negative and very negative – neighbourhood – unsafe surroundings of the hotel12-Jun-12 Marcirio Chaves - marcirioc@uatlantica.pt 16
  17. 17. Data Analysis• A vertical analysis of the most frequent CO – Location: Qualifiers vs. Strength of the Polarity12-Jun-12 Marcirio Chaves - marcirioc@uatlantica.pt 17
  18. 18. Findings• The SMH management shouldmonitorreviewswithhigh and lowratingsequallycarefully.• The SMH management shouldincludeskillsidentified in the onlinereviews in the applicantprofilewhenrecruiting new employees, and undertake the training of existingstaff.• When SMH management receive a booking for British guests, theycouldensure theTuesday, June 12, 2012 ECIS 2012 - Barcelona 18
  19. 19. Findings• Although the SMH management cannotchange the location, theycanhighlightanypleasantaspects of theirlocation.• Ifbudget is a constraintfor the SMH management, Room and Service (Staff) shouldhavepriority.• Most SMH management donotseem to use hotel reviewsites to communicatewiththeirguests.• In-depthanalysisof online reviewscanbeused as input to improvedecisionmaking.Tuesday, June 12, 2012 ECIS 2012 - Barcelona 19
  20. 20. FutureWorkOnline reviews Features SemanticOrientation • Explicit Suggestion • Implicit Recommend • Polarity ation Intention • Polarity Hotel • Very serious Facility Staff Complaint • Serious • Moderate Adminis Indoor Outdoor • Affect trative Facility Facility • Polarity Staff • Intensity • Judgement Attitude • Polarity • Multidomain • Intensity • Multilingual • Appreciation • Polarity • Intensity 12-Jun-12 Marcirio Chaves - marcirioc@uatlantica.pt 20
  21. 21. Thank you very much for your attention!!Tuesday, June 12, 2012 ECIS 2012 - Barcelona 21

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