Analysis of Hotel Customer Satisfaction in Heilongjiang Province Based on OTA Data

In order to uphold the concept of high-quality service development and improve the service quality of hotel industry in Heilongjiang Province, on the basis of customer satisfaction theory and combined with the development status of hotel industry in Heilongjiang Province, this paper uses keyword extraction algorithm, AHP analytic hierarchy process and emotional analysis technology to extract 12000 Hotel commentary data on OTA platform from equipment and facilities, services, transportation location, catering, price and health care. Six levels and 20 indicators are used to construct the evaluation model of hotel customer satisfaction in Heilongjiang Province. It is found that the factors that have significant impact on high-star hotels are relatively not obvious. The analysis results show that the overall customer satisfaction of hotels in Heilongjiang Province is relatively high, but there are still some improvements. For high-star hotels, we should pay more attention to equipment, facilities and service factors. Middle and low star hotels should pay attention to traffic location and price factors. Finally, according to the conclusion of the model and local characteristics, the corresponding countermeasures and suggestions are proposed.