호텔 수익성 개선을 위한 멤버십 프로그램 활성화 방안 연구 : 소셜 빅데이터 분석 방법을 중심으로

Due to the increase of leisure time, the demand for hotel use is continuously increasing. The aim of this study is to examine the activation plans of hotel membership program and perception of hotel membership program consumer’s by social media big data. Data were driven from the channels such as Goggle, Daum and Naver. The 55 words were collected as through semantic network analysis with a keyword of ‘hotel membership program’ for social big data research. The period was limited for 1 years from July 1, 2019 to June 31, 2020. As a results, first, various keywords recognized by hotel membership program consumer’s such as ‘discount’, ‘benefit’, ‘service’, ‘reservation’, ‘event’ were extracted. Second, as the result of CONCOR group analysis, totally 4 groups were formed. The social network analysis studies discussed the implication of hotel membership program activation plans.