Understanding the Customer Experience and Satisfaction of Casino Hotels in Busan through Online User-Generated Content

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Abstract
Casinos contribute huge sums of tax revenues to local government, and influence the local economy greatly. Customer satisfaction of casino hotels is a key factor that affects overnight customers, when evaluating the casino as a whole. To find out the determinants of customer satisfaction, along with the relationship between the key factors, this study is based on 2897 reviews, focusing on casino hotels in the Busan area, and performs a series analysis. First, text mining techniques are utilized, in order to elucidate which words were mentioned most often in online reviews. Furthermore, the semantic network method as well as factor and regression analysis were conducted. According to the findings, the top 70 ranked keywords are grouped into four clusters: “Entertainment”, “Service”, “Facilities”, and “Atmosphere”. The results of exploratory factor analysis are grouped in five factors: “Location”, “Outdoor Facilities”, ”Indoor Facilities”, “Services”, and “Entertainment”. Within these five factors, “Location” and “Outdoor Facilities” showed significantly positive impact on customer satisfaction, while “Indoor Facilities” and “Entertainment” have a significant negative influence on customer satisfaction. As a result of these findings, theoretical suggestions and practical recommendations have been made, for helping to launch the future marketing strategies of Busan casino hotels.

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