基于网络舆情的旅游优质服务要素及应对措施研究--以“全国405家A级旅游景区被取消等级”事件为例

Tourism Quality Service Elements and CountermeasuresBased on Internet Public Opinion——Taking the Event of"405 Class A Scenic Spots Have been Downgraded in China"as an Example

以“全国405家A级旅游景区被取消等级”为例,文章对442篇舆情网络文本进行了质性分析,发现旅游过程中存在着旅游资源、旅游活动、旅游环境、旅游管理4个方面的问题。通过扎根理论分析得到旅游资源要素、旅游活动要素、旅游环境要素、旅游管理要素4个主范畴由“旅游优质服务游客关注要素”这一核心范畴进行概括,其中,旅游资源要素由4个副范畴支撑,旅游活动要素由6个副范畴支撑,旅游环境要素由4个副范畴支撑,旅游管理要素由6个副范畴支撑。在此基础上,从升级旅游资源、丰富旅游活动、保护旅游环境、优化旅游管理4个方面提出优质服务的具体措施。

Taking the event of"405 class A scenic spots have been cancelled level in China"as an example,this study made a qualitative analysis of the 442 online public sentiment text.It is found that there are four problems in the process of tourism which are tourism resources,tourism activities,tourism environment and tourism management.Based on the grounded theories,four main categories,tourism resource elements,tourism activity elements,tourism environment elements and tourism management elements,are obtained.These four main categories are summarized by the core category"tourist's focus elements on high tourism quality".Among them,the elements of tourism resources are supported by four subcategories;the elements of tourism activities are supported by six subcategories;the elements of tourism environment are supported by four subcategories;the elements of tourism management are supported by six subcategories.On the above,the paper puts forward specific measures for high quality service from four aspects:upgrading tourism resources,enriching tourism activities,protecting tourism environment and optimizing tourism management.