大数据视角的入琼游客体验感知研究——基于三亚著名景点的网络文本分析

Research on Tourists’ Experience Perception in Hainan From the Perspective of Big Data——Network Text Analysis Based on Famous Scenic Spots in Sanya

本文后疫情时代下,“海南游”的热度持续上升。本研究基于网页爬虫技术,以ROST Content Mining为工具对1万多条入琼游客在线评论数据进行网络文本分析,从词频、社会网络和语义、情感三个方面对入琼游客体验感知进行分析。结果显示,影响入琼游客体验感知的主要因素集中在视觉和味觉的感官因素,以及服务管理等其他体验因素。基于此,提出了景区维护和设施管理、饮食文化、产品与服务提升以及营销宣传推广方面的建议。

In the post epidemic era, the popularity of“Hainan tour”continues to rise. Based on the web crawler technology, this research uses ROST Content Mining as a tool to analyze the online text of more than10000 visitors’ online comments, and analyzes the visitors’ experience perception from three aspects: word frequency, social network, semantics and emotion. The results show that the main factors affecting tourists’ experience and perception in Hainan are the sensory factors of vision and taste, as well as other experience factors such as service management. Based on this, the suggestions on scenic area maintenance and facility management, catering culture, product and service promotion, and marketing promotion are put forward.