基于在线评论的游客画像构建研究

Research on the Construction of Tourist Portraits Based on Online Reviews

游客画像用于描述游客旅游消费中的行为特征,为旅游相关企业的精准营销提供决策依据。以旅游产品在线评论为数据源,从游客基本信息、兴趣偏好、情感动机3个维度刻画游客特质,完成游客画像的构建。以某网的热销跟团游产品为案例研究对象,基于AISAS消费者网络行为模型,为旅游产品制定精准营销策略,有助于互联网旅游平台完善在线评论系统,增强旅游相关企业提升核心竞争优势。

Tourist portraits are used to describe the behavioral characteristics of tourists in tourism consumption,providing decision-making basis for precise marketing of tourism related enterprises.The article uses online reviews of tourism products as the data source,characterizing tourist characteristics from three dimensions:basic information,interest preferences,and emotional motivation,and completing the construction of tourist portraits.Taking the best-selling and group tourism products as the case study object,based on the AISAS consumer network behavior model,developing precise marketing strategies for tourism products can help improve the online review system of internet tourism platforms and enhance the core competitive advantage of tourism related enterprises.