In the era of experience economy, customer experience perception serves as the primary basis for experiential marketing. The widespread use of online review texts has become an important tool in understanding customer experience in hotel management processes. This paper explores the customer experience perception of Orange Hotel Grand Cross Branch, a mid-range brand hotel under Huazhu Hotel Group, based on network text analysis. Through web crawling technology, online review texts were collected, and analyses were conducted on aspects such as high-frequency words and sentiments. High-frequency words and related texts were collected and comprehensively processed to assess the overall service quality, facility conditions, and customer satisfaction of the hotel. It was found that customers' attention mainly focused on service quality, facility conditions, room cleanliness, hotel breakfast, geographical location, and value for money. Customers hold a generally positive attitude towards the hotel, with positive emotions being predominant. Specific improvement suggestions are also provided for some negative reviews.

Cizhen Yu, Wang Yu, Tonghao Qi. Research on Customer Experience Perception of Mid-Range Brand Hotels Based on Network Text Analysis—A Case Study of Guiyang Orange Hotel Grand Cross Branch. Academic Journal of Business & Management (2024) Vol. 6, Issue 6: 177-182. https://doi.org/10.25236/AJBM.2024.060627.

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