基于网络文本分析的游客淡季出游行为研究

A content analysis of tourists' behavior in the travel off-season based on web texts

文章基于游客在淡季出游的205篇游记,运用扎根理论的研究方法和文本分析方法,从出游动机、出游特点及出游感知等三个方面探讨了游客在淡季的旅游行为。分析结果表明:游客淡季出游动机十分明确,主要表现为被淡季出游的优势所吸引、有出游欲望和时间、在淡季实现独特的游览期望等方面,并据此构建了游客淡季出游决策模型;出游特点则主要体现为客源地多集中在东部地区及目的地周边、出游方式多为自由行及半自由行,出游时间相对较长;游客的感知总体上是景美人少、实惠愉悦,而地区差异、不同的出游动机及出游方式也会影响游客的出游感知。作者认为,旅游企业应根据游客淡季旅游行为特征设计旅游市场经营管理策略,吸引游客,以提升经营绩效。

This paper discusses the tourists＇ behavior in the travel off-season from three aspects,including the travel motivation,travel characteristics and travel perception,by using grounded theory research method and the method of text analysis based on 205 travel blogs. Some useful conclusions are drawn in this paper. Firstly,tourists＇ travel motivation has its own characteristics such as the travel advantage of the off-season,with desire and time to travel and to achieve unique tourist expectations and so on; Secondly,based on the above,the decision model of off-season tourists＇ travel is constructed.Thirdly,in terms of the characteristics of the trip,many tourists come from the eastern region and the destination peripheral area,mostly choosing free and semi-free travel ways with travel time being relatively long. As a whole,tourists thought they experienced the beautiful views and quietness and got more affordable and pleasure. But in different regions,there are differences in the perception of off-season tourists＇ travel. Tourists＇ various travel motivations and diverse travel ways may lead to different perceptions. Authors finally conclude that tourism enterprises should design their off-season tourism market strategies to attract the tourists,and to improve their business performance according to the tourists＇ behavior characteristics.