基于网络文本分析的张家界国家森林公园康养旅游产品创新策略探析

Research on the Innovation Strategy of Health Tourism Products in Zhangjiajie National Forest Park Based on Web Text Analysis

从需求角度来分析旅游者的偏好感知是开发与创新旅游产品的重要基础。通过对张家界国家森林公园游客评论的网络文本内容进行分析后发现,旅游者认为张家界国家森林公园是风景优美、人间仙境、森林环境独特、地理位置便利的景区,游客对公园旅游形象以积极情感为主,同时,存在康养旅游特色不明显、门票价格偏高、标识设置不合理等问题。因此,张家界国家森林公园康养旅游产品创新应坚持准确定位、把握市场需求动态、提升文化特色、开发创意新产品、健全管理体制等。

It’s an important basis for the development and innovation of tourism products that analyzing the preference perception of tourists from the perspective of demand. It analyzed the content of the online text of Zhangjiajie National Forest Park tourist reviews and it found that tourists believed that Zhangjiajie National Forest Park was a scenic spot with beautiful scenery,a fairyland on earth,a unique forest environment,and a convenient location. Tourists took positive emotions towards the park’s tourism image mainly. At the same time,there were problems such as unobvious health tourism characteristics,high ticket prices,and unreasonable signs. Therefore,the innovation of health tourism products in the park should adhere to accurate positioning,to grasp the dynamics of market demand,to enhance cultural characteristics,to develop creative new products,and to improve management systems.