基于网络文本的我国旅游投诉特征分析

The Characteristics of Tourists' Complaints in China:An Analysis Based on Network Texts

近年来大众旅游日益明显,与此同时,我国各类旅游投诉数量居高不下并呈逐年增加的态势。以人民网旅游3·15投诉平台案例数据库的旅游投诉案例为研究样本,利用ROST Content Mining研究软件,通过内容分析法,对旅游投诉的对象、主题、处理特征、高频特征词和语义网络,以及投诉内容的关联特征进行分析。研究发现:旅游投诉在对象和主题分布上具有相对集中性,投诉对象以OTA和旅行社为主,投诉主题集中在消费欺诈和违反合同方面;旅游投诉的整体处理率较高,OTA对旅游投诉处理最为积极,但部分投诉对象和投诉主题的处理率还有待提高;《旅游法》实施后对旅行社、导游影响明显,但对"购物"问题并没有起到抑制作用。并针对性提出加强重点投诉对象的治理和提高旅游企业投诉处理效率的建议。

In recent years, the mass tourism has become more and more popular. Meanwhile, the number of various tourist complaints are increasing and the trend is rising year by year. The tourist complaints in the case database of Tourism 3. 15 Complaints Platform of People＇s Network are taken as the samples in the research. The software ROST Content Mining is applied for the research. The con- tent analysis methodology is used to analyze the correlations among objects of complaints, themes of complaints, the characteristics of resolutions, high frequency characteristic words, semantic network and the features of complaint contents. The research finds that the tourist complaints are relatively con- centrated on the object and theme distribution. The complaints are mainly towards OTA and travel a- gencies. The complaints are concentrated on consumption frauds and breach of contracts. The overall resolution rate of tourism complaints is high. OTA is the most active in resolving tourist complaints, but the resolution rate of some objects and themes of complaints needs to be improved. The implementation of the Tourism Law has more impacts on travel agencies and tour guides, but has less impact on the shopping problem. In addition, this article puts forward suggestions for strengthening the governance on key objects of complaints and improving the efficiency of resolving complaints by tourism enterprises.