Journal of Chaohu University ›› 2019, Vol. 21 ›› Issue (5): 72-79.doi: 10.12152/j.issn.1672-2868.2019.05.010
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Cultural theme hotels emphasize the unique cultural experience and always attach importance to the customers' experience. Online comments are one of the important ways for customers to express their opinions. Taking Gucheng Yanguan New Century Guantang as an example, the author collected its two years' online comments, analyzed the proportion of websites that post comment information and the stage change in Huiping Score, and used the content analysis method to analyze the customer perceptions and feelings. The research shows that: customers pay most attention to hotel service, attach great importance to the basic products and are impressed by the location and style. The customers' emotional tendencies are positive and the overall evaluations are high. Finally, the author puts forward the suggestions of optimizing the culture theme hotel operations from five aspects: focusing on the staff development, emphasis on the feedback, improvement of the service quality, optimization of the experience products and enhancement of the distinctive atmosphere.
