مطالعات اجتماعی گردشگری

مطالعات اجتماعی گردشگری

بخش ­بندی هتل­ های شهر شیراز بر اساس نظرات آنلاین، با به کارگیری خوشه­ بندی K-MEANS و شبکه عصبی مصنوعی

نوع مقاله : مقاله پژوهشی

نویسندگان
1 دانشیار گروه مدیریت فناوری اطلاعات، دانشکده علوم اجتماعی و اقتصاد، دانشگاه الزهرا، تهران، ایران
2 دکترای مدیریت بازرگانی، دانشکده علوم اجتماعی و اقتصاد، دانشگاه الزهرا، تهران، ایران
چکیده
کلان داده­­­ها به طور اساسی مدیریت صنعت گردشگری و مهمان­نوازی و رابطه بین مشتری و کسب­وکار را با ساده­سازی فرآیند تصمیم­گیری بر اساس حجم زیادی از داده­ها تغییر داده است. تقسیم‌بندی بازار از طریق بررسی ‌نظرات آنلاین می‌تواند به مدیران کسب­و­کار از جمله مدیران هتل­ها کمک کند تا مشتریان را بدرستی شناسایی و استراتژی­های مناسب را برگزینند. بنابراین، ضرورت توسعه رویکردهای داده محور جهت تجزیه­و­تحلیل داده­های رسانه­های اجتماعی در تقسیم­بندی بازار احساس می­شود. هدف اصلی این تحقیق خوشه­بندی و ارزیابی رضایت از هتل­های شهر شیراز با استفاده از داده­های استخراج­شده از وبسایت تریپ­ادوایزر[1]، توسط روش خوشه بندی k-means و شبکه عصبی مصنوعی می­باشد. 105 هتل بر اساس 6175 داده باقیمانده از مرحله پیش­پردازش در چهار خوشه تقسیم شدند. 57 هتل در خوشه 1 قرار گرفتند که شامل هتل­هایی با بالاترین امتیاز در همه ویژگی­ها بودند. 19 هتل در خوشه 2، هتل­هایی با امتیازات بالا، اما نه به اندازه هتل­های خوشه 1 را شامل می­شود. 23 هتل در خوشه 3 شامل هتل­هایی با امتیاز متوسط ​​هستند. شش هتل در خوشه 4 کمترین امتیاز را کسب کردند. نمودارهای شبکه­های عصبی مصنوعی روند پیش­بینی رضایت را در هر خوشه نشان می­دهد. یافته‌ها تأیید می‌کنند که تجزیه­و­تحلیل کلان داده‌های جمع‌آوری‌ شده از رسانه‌های اجتماعی با روش‌های یادگیری ماشینی، می‌تواند به طور موثر جهت توسعه کسب‌وکار مورد ارزیابی و استفاده قرار گیرد.



[1]. TripAdvisor
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