Cover comments | "Five Diamonds" and "Five Stars" are mixed, and hotel rating cannot be made into a marketing business

□ Jiang Yanzheng

Booking a hotel through the OTA (online tourism platform) platform has become the first choice for many people, but the star hotels selected on the OTA platform may be greasy. In the interview, the reporter found that some OTA platforms will marked the words "five -diamond hotels" and "Gold Diamond Hotel" to give people a high -quality feeling to attract consumers to book. Some consumers pointed out that on some OTA platforms, the star hotels are not obviously distinguished from the drill -grade hotels self -rated by the platform. After booking the so -called "five -diamond hotel", he was disappointed. (Workers Daily)

In many online travel websites, related screening conditions and drop -down menu settings have worked hard to mix "star hotels" and "drill -grade hotels" to talk about and mixed. Obviously, the meaning of deliberate misleading is self -evident.

The right to evaluate the hotel is an open right, not exclusive and franchise. Its initiation is the public's right to speech and expression. In view of this, of course, the OTA platform can also give its own evaluation of the hotel and quantifies it through the form of "diamonds". However, this spontaneous creation and self -containing diamond -level assessment system should distinguish the classic "Star Hotel Evaluation System". The reason is very simple, the latter is responsible for the implementation of the industry association, has deep reputation and extensive public recognition. Prior to mentioning, the signboard of the "five -star hotel" constitutes a significant exclusive right, which is not to be caught.

The "five -diamond hotel" of self -pronounced value and self -gold plating is not a cottage like a cottage. Many users thought that they had ordered a five -star hotel, but they actually fell into the pits of the "five -diamond hotel". They came by prosperity and often could only be defeated. From the perspective of terminal feedback, the "five -diamond hotel" evaluated by the OTA platform is extremely credible and the thunderbolt rate is extremely high. Basically, it does not have consumer reference significance. This situation is not difficult to understand. After all, the hotel assessment is far from being as simple as imagined. First, there must be a comprehensive "software and hardware indicator", and there must be professional team acceptance -for the website of the main business online business, it is obviously not available in the website of the main business line. All of this.

The most important basis, including the "evaluation" logic, including the OTA platform, the "evaluation" logic in the field of e -commerce, is actually the feedback from consumers, such as the "five -star praise" of shopping websites. However, it is necessary to clarify that the assessment of hotel business is much more complicated than evaluating an online shopping product. Limited, fragmented, and subjective personal consumption experience may not be supported. In addition, we should also see that in the background of the "Water Army brushing points" and the platform "bidding ranking" and "paid rating", OTA's "five -diamond -class hotel" is even more like a child's drama, without credibility without credibility, without credibility Essence

"Five Diamonds" is not a "five -star". In the industry ecology of fish eyes, consumers should be brighten their eyes, and as the initiator of all these, the platform should also cherish the wings. Drinking thirst and digging a pit to make "fast money" will eventually hurt others.

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