基于网络评论的兵马俑景区游客满意度评价

Tourist Satisfaction Assessment of Terra Cotta Warriors Based on Network Comments

为更好地了解游客对兵马俑景区的需求与期望,提高游客对景区的满意度,以游客满意度理论为基础,从新浪旅游网、旅评网、大众点评网中选取2009年～2010年关于兵马俑景区的游客网络点评数据,根据点评内容确定指标因素,运用单层次模糊综合评价法对兵马俑景区游客满意度进行评价.评价结果显示兵马俑景区游客满意度为"非常好",表明游客对兵马俑景区总体印象很好.根据游客点评内容,分析了兵马俑景区存在的问题,最后提出改进对策及建议,为景区更好地发展和制定相应的政策提供依据.

In order to understand the tourists needs and expectations of terracotta warriors to improve scenic tourist satisfaction.Based on tourists and tourist satisfaction theory,the tourist comments data of Terra Cotta Warriors are selected between 2009 and 2010 from Sina travel,travel assessment network and the public comment network, and the indicators of factors are determined by the review content.The Warriors scenic tourist satisfaction is evaluated by the method of single-level fuzzy comprehensive evaluation,and the result shows Warriors scenic tourist satisfaction as ＂very good＂,indicating that the overall impression of visitors to the terracotta warriors is a very good area.Based on the Comments contents of tourists,the problems of Terra Cotta Warriors are analyzed,and finally some improved strategies and suggestions are made so as to provide the basis for better development,formulating appropriate policies.