A Study on the Evaluation of Travel Agency using Social Big Data

소셜 빅 데이터를 이용한 여행사 평가에 관한 연구

  • Received : 2015.08.30
  • Accepted : 2015.09.24
  • Published : 2015.10.31


Recently for efficient management, companies have collected and investigated information about customers' feedback by using a system that analyzes big data from social media. This paper proposes more accurate and efficient evaluation method of collecting and investigating customers' feedback using social big data for travel agency, which is representative company of hospitality industry. First, it designs service model and, as a test-bed, analyzes media channel, customer satisfaction, and brand-image etc. of big 5 travel agencies in Korea. In addition, we suggest an analysis result of evaluating preference with positive rate and negative rate by proposed evaluation method. It allows a travel agency to know which area should be improved corresponding to evaluation item; thus, suggested evaluation method is effective to manage customers even more efficiently.


Social media;Big Data;Travel Agency;Customer feedback;Buzz Monitoring System


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Grant : B2C 서비스 산업의 효과적인 성과관리를 위한 정성적 고객 피드백 분석과 서비스 구성 및 평가 기술 개발