基于网络文本数据分析的冰雪旅游游客满意度研究--以哈尔滨为例

Research on Tourist Satisfaction of Ice and Snow Tourism Based on Network Text Data Analysis

“冰天雪地就是金山银山”。不断提升游客满意度对促进冰雪旅游发展具有重要作用。本文以哈尔滨冰雪旅游为研究对象,利用Python数据挖掘技术,共抓取携程网、去哪儿网、猫途鹰旅游网、马蜂窝、途牛网5个网站37762条游客评论,通过文本内容分析方法从高频词特征、语义网络及游客情感三个方面进行分析,确定冰雪旅游游客满意度的影响因素及优化对策。研究结果表明:游客满意度维度包括五个层次,分别为冰雪旅游资源及景区、冰雪旅游形象、冰雪旅游配套设施服务、冰雪旅游游客行为和冰雪旅游游客感受。在游客感知评价中,积极情绪所占比例为82.07%,中性情绪所占比例为6.04%,消极情绪所占比例为11.89%。虽然游客满意度较高,但也存在消极情绪。最后,提出了提高服务质量、调整定价策略、挖掘文化内涵以打造冰雪旅游文化新形象的建议。

"A world of ice and snow is a mountain of gold and silver".Constantly improving tourist satisfaction plays an important role in the development of ice and snow tourism.This paper takes Harbin ice and snow tourism as the research object,using Python data mining technology to collect a total of 37,762 tourist comments from five websites,including Ctrip,Qunar,TripAdvisor,Mafengwo and Tuniu.Through the text content analysis method,the characteristics of high-frequency words,semantic network and tourists'emotions are analyzed to determine the influencing factors and optimization strategies of tourists'satisfaction in ice and snow tourism.The research results show that:the dimension of tourist satisfaction consists of five levels,which are ice and snow tourism resources and scenic spots,the image of ice and snow tourism,the services of ice and snow tourism supporting facilities,the behavior of ice and snow tourism tourists,and the feelings of ice and snow tourism tourists.In the evaluation of tourists'perception,the proportion of positive emotion is 82.07%,neutral emotion is 6.04%,and negative emotion is 11.89%.Although the tourist satisfaction is high,there are also negative emotions.Finally,suggestions are put forward to improve service quality,adjust pricing strategy,excavate cultural connotation,and create a new image of ice and snow tourism culture.