基于在线评论的长岛旅游满意度研究

Research on Changdao Tourism Satisfaction Based on Online Reviews

为探究影响乡村旅游游客满意度的因素,以长岛乡村旅游在线评论数据为研究对象展开文本挖掘分析,对长岛旅游地的发展具有重要参考意义。通过Python程序在携程、去哪儿网、美团和同程4个平台爬取长岛乡村旅游在线评论文本数据,经过数据清洗、文本分词等操作完成语料库的文本预处理工作,得到有效评论10 974条。对文本进行基础研究以初步了解数据特点,通过高频词分析了解游客对长岛乡村旅游各方面的关注度。利用LDA主题模型,用可视化方法确定文本评论语料库的最优主题数,再得到长岛乡村旅游评论文本主题和对应特征词,研究发现长岛乡村旅游在线评论主要包括景区概况、餐饮住行、景区消费、购票、整体体验、重游意愿、环境氛围和景区管理8大主题。对游客满意度文本数据进行量化,构建情感词典,分析评论文本情感值。展开IPA分析各方因素对游客满意度的具体影响机制,并提出对策建议。探究在线评论对长岛乡村旅游游客满意度的影响机制,可为长岛有关部门提供决策依据,推进长岛乡村旅游的大力发展,从而促进当地经济发展。

In order to explore the factors affecting the satisfaction of rural tourism tourists,the online review data of Changdao rural tourism is taken as the research object to carry out text mining analysis,which attaches great reference significance to the development of Changdao tourism destination.The Python program collects the text data of online comments on Changdao rural tourism on the four platforms like Ctrip,Qunar,Meituan and Tongcheng.After data cleaning,text word segmentation and other operations,the text preprocessing of the corpus is completed,and 10974 effective comments are obtained.The basic research on the text is made to preliminarily understand the characteristics of the data,and the attention degree of tourists to all aspects of rural tourism on Changdao is known through the analysis of high-frequency words.LDA topic model and visualization method are used to determine the optimal topics in text comment corpus to get the text topics and corresponding feature words of Changdao rural tourism,which mainly include 8 themes:scenic spot overview,catering,housing and transportation,consumption,ticket purchase,overall experience,revisit intention,environment and management.The text data of tourist satisfaction is quantified to construct the emotion dictionary and analyze the emotion value of each review text.IPA is carried out to analyze the specific impact mechanism of various factors on tourist satisfaction,so as to put forward countermeasures and suggestions which will provide decision-making basis for relevant departments in Changdao,and promote the vigorous development of rural tourism and the local economy as well.