온라인 리뷰와 재무성과의 관계에 대한 연구: 국적항공사의 트립어드바이저 리뷰를 중심으로 = The Effects of Online Reviews on Firm Performance: Focusing on Tripadvisor reviews of National Airlines in Korea

다국어 초록 (Multilingual Abstract)

This study investigates the influence of TripAdvisor's online reviews on firm performance for national airlines in Korea. Utilizing a Python web crawler program, online reviews were systematically collected and analyzed. A total of 879 online reviews from TripAdvisor and financial figures from DART were used. The results of the hypothesis testing revealed that online reviews about total score, legroom, seat comfort, customer service, cleanliness, check-in and boarding, and food and beverage did not significantly influence return on assets(ROA). On the other hand, online reviews about in-flight entertainment and value for money positively influenced ROA. In conclusion, it was confirmed that in-flight entertainment and value for money are important factors for national airlines to increase their competitiveness. This study highlights the significance of these two factors, emphasizing strategic focuses on in-flight entertainment and value for money, to foster future growth and development in firm performance.