基于云模型的乡村民宿游客满意度评价分析

Analysis of satisfaction of rural homestay tourist based on cloud model

乡村旅游是实现乡村振兴的有效途径和产业引擎。民宿作为乡村旅游的重要载体,是推动乡村旅游、助力乡村振兴的有力抓手。乡村民宿游客满意度是民宿业高质量发展的重要推手,是提高民宿核心竞争力、促进民宿业可持续发展的源动力。以顾客满意度为出发点,利用在线文本评论数据,基于聚类分析技术构建包含区位环境、房间环境、性价比、服务质量、乡土文化五个方面的乡村民宿游客满意度评价指标体系。以莫干山西坡山乡民宿为研究对象,采用云模型评价方法,对其游客满意度进行实证研究,结果表明游客对民宿的满意度整体评价处于满意水平,对区位环境和乡土文化方面的满意度处于一般水平。结合该民宿的实际情况,提出了提高游客满意度的对策建议。

Rural tourism is an effective way and industrial engine to realize rural revitalization.As an important carrier of rural tourism,homestay is the focus of promoting rural tourism and boosting rural revitalization.The satisfaction of rural homestay tourists is an important driving force for the high-quality development of homestay industry,and the source power for improving the core competitiveness of homestay industry and promoting the sustainable development of homestay industry.Taking customer satisfaction as the starting point,using online text review data,based on clustering analysis technology,this paper constructs a rural homestay tourist satisfaction evaluation index system including five aspects:location environment,room environment,cost performance,service quality,and local culture,and takes the homestay in Xiposhan Township in Mogan mountain as the research object,uses the cloud model evaluation method to conduct an empirical study on its tourist satisfaction.The results show that the overall evaluation of tourists'satisfaction with homestay is at a satisfactory level,while the satisfaction with the regional environment and local culture is at a general level.Based on the actual situation of the homestay,this paper puts forward countermeasures and suggestions to improve tourist satisfaction.