游客民宿体验偏好研究及模型构建——基于西江千户苗寨游客网络评价文本的内容分析

Research on Tourist Bed and Breakfast Experience Preference and Model Construction—Content Analysis based on Thousand Hmong Risident Village of Xijiang Tourists Online Text

民宿产业的可持续发展建立在旅游者体验旨趣基础上。通过旅游者网络评语,可以分析出在民族地区旅游者对民宿体验的偏好。以旅游者对贵州西江千户苗寨民宿的网络评价为样本,运用ROST Content Mining 6软件从旅游者积极评价与消极评价文本中提炼高频词并进行网络语义分析。研究结果表明,旅游者积极体验与消极体验情绪在预期体验领域产生重叠,据此可构建旅游者民宿核心体验层级模型,主要分为住宿、民宿服务、民宿外环境以及预期体验四个层级。积极评价与消极评价的差异性分析结果显示,消极体验感受主要因为游客预期体验需求未获满足,而积极情绪还受到超预期体验的影响。超预期体验活动比预期体验活动更容易创造愉悦体验情绪。但是在需求程度上,超预期体验活动并非功能性需求,不具有必备性,其愉悦体验情绪并不能如预期体验的积极情绪一样消解预期体验中的消极情绪。

The sustainable development of the homestay industry is based on the tourist experience.Through the online reviews of tourists,it is possible to analyze the preferences of tourists in ethnic areas for homestay experiences.Using the online evaluation of tourists on Xijiang Qianhu Miao Village B&B in Guizhou as a sample,the ROST Content Mining 6 software was used to extract high-frequency words from the positive and negative evaluation texts of tourists and perform network semantic analysis.The results of the study indicate that the positive experience and the negative experience of tourists overlap in the expected experience field.Based on this,the core experience hierarchy model of tourist homestay can be constructed,which is mainly divided into four levels:accommodation,homestay service,environment outside the homestay,and expected experience.The difference analysis results of positive evaluation and negative evaluation show that the negative experience is mainly because tourists′expected experience demand is not met,and the positive emotion is also affected by the unexpected experience.It is easier to create pleasant experience emotions than expected experience activities.However,to the extent of demand,beyond-expected experience activities are not functional requirements and are not necessary.Their pleasant experience emotions cannot dispel the negative emotions in the expected experience as the positive emotions in the expected experience.