Analysis of Hotel Image Perception Based on Online Reviews – A Case Study of MGM COTAI in Macau

Abstract

This study analyzes the image of MGM COTAI among Chinese tourists based on online web reviews. A text mining software, ROST CM 6.0, was used to analyze high-frequency words in the reviews, and a semantic network analysis was created based on the reviews. Based on the cognitive-affective-conative model, it was found that Chinese tourists pay more attention to the facilities, location, service and environment of the hotel, and "hotel" and "service" were found to be the core words in the reviews, which were closely connected with other words. CM 6.0 was also used for sentiment analysis and found that customers' sentiments towards MGM COTAI were predominantly positive, with a strong focus on service and location. And small number of customers expressed their desire to revisit. After analyzing and summarizing the image of MGM COTAI, recommendations were made in this study.