产业转型背景下中国邮轮游客感知研究——基于27126条网络文本数据分析

Research on customer perception of China cruise tourism under the background of industrial transformation--Analysis based on 27126 network text data

以中国邮轮旅游消费者为研究对象,选取携程网和同程网的27126条点评数据为样本,在探讨旅游地形象感知形成机理的基础上,借助Python和Ucinet软件,采用内容分析法和对比分析法对邮轮游客感知进行系统性研讨.结果表明,游客对邮轮旅游的感知包括4个维度:邮轮环境、邮轮设施、邮轮服务、邮轮活动,时间跨度与空间跨度影响细分航线游客对邮轮产品的认知.邮轮游客感知曲线呈现出幂函数分布的特征,邮轮的食宿、娱乐活动和客务服务是游客关注的重点.游客对邮轮产品的总体满意度情况良好,情感特征呈现两极化,对邮轮旅游的负面感知主要来自于天气、人流量等方面.日韩航线、东南亚航线属休闲体验型航线,远程航线属观光猎奇型航线,旅游动机、地域分异、距离效应是造成航线差异的主要因素.

Taking Chinese cruise tourism consumers as the research object and 27126 comment data from Ctrip and Tongcheng website as samples,on the basis of exploring the formation mechanism of tourist destination image perception,this study adopted content analysis and comparative analysis to carried out research on cruise image perception.The results showed that the cognitive dimensions included cruise environment,cruise facilities,cruise services and cruise activities,geographical difference and distance effect affected the perception of tourists of subdivided cruise routes.Cruise tourists'perception curve shows the characteristics of power function distribution,and cruise services,accommodation and entertainment activities are the focus of tourists'attention.Tourists'emotional characteristics was polarized.Tourism motivation,and the negative perception of cruise tourism mainly comes from weather and tourists flowrate.The three cruise routes can be classified into leisure type and adventure type;tourism motivation,geographical difference and distance effect affected the perception of tourists of subdivided cruise routes.