基于网络评论的山西世界遗产旅游地游客满意度研究

A Tourist Satisfaction Research on the Tourism Destination of the World Heritage in Shanxi Based on the Network Comments

游客满意度已成为衡量、管理景区的重要指标.本文采用内容分析法,以网络评论作为研究样本,以山西省3处世界遗产地游客为研究对象,提出了一套包含8个主题的获取遗产旅游地游客满意度的方法.研究表明:(1)主题情感倾向在主题和景区之间均表现出明显差异.正面评价主要集中在总体评价、住宿、游览、交通、其他等主题方面;负面评价主要集中在娱乐、购物、餐饮,且同一主题不同景区的情感倾向也表现出差异.(2)三大遗产地满意度结果为:平遥古城总满意度为36.8,为不满意水平;云冈石窟总满意度为62.1,为满意水平;五台山总满意度为58.0,为一般满意水平;(3)提出提升游客满意度的4种对策及具体操作方法.

The tourist satisfaction has become an important index of the measurement and management of a tourism destination. This paper puts forward a set of methods of the tourist satisfaction on the heritage tourism destination, containing eight themes of the methods, adopting the method of content analysis, taking the network comments as the research sample and taking three of the world heritage sites＇ tourists in Shanxi as the research object. The study found that： （ 1 ） The tendency of the emotional theme between the theme and the scenic spot are significantly different. The positive evaluations focused on the overall evaluation, accommodations, sightseeing, transportation and any other topics; while the negative evaluations mainly focused on entertainment, shopping, and dining. Moreover, the tendency of different scenic spots but the same topic is also different. （2）The satisfaction results of the three heritage tourism destinations are as follows ： the total satisfaction of Pingyao is 36.8, being the level of not satisfaction ; the Yungang Grotto is 62.1, being the level of satisfaction; and Wutai mountain is 58.0, being the level of regular satisfaction. （3） putting for- ward four kinds of measures and concrete operation content to improve the tourist satisfaction.