基于扎根理论与文本分析的新疆自然景区游客满意度影响因素

Influencing factors of tourist satisfaction in natural scenic spots of Xinjiang based on grounded theory and text analysis

探究自然景观类景区(简称自然景区)游客满意度的影响因素,对于此类旅游景区口碑建立及宣传推广影响深远。基于携程和美团平台中新疆5个代表性自然景区的12 926条有效评论数据,首先利用扎根理论的三重编码得到了203个概念、 36个范畴和5个主范畴,构建了出游前(出游动机+出游准备)—出游中(核心内容体验+辅助内容体验)—出游后(游后评价)的游客满意度影响因素概念模型;然后通过文本分析得到5个景区的高频词汇,用高频词汇与范畴、主范畴匹配,归纳出各因素的影响程度;最后将新疆自然景区游客满意度关键影响因素的现状概括为:游客满意度受多因素影响但影响程度存在差异、景色保护与景区开发存在矛盾、高质量景色与低水平服务并存、业态创新未有效匹配游客需求等四方面。

Exploring the influencing factors of tourist satisfaction is important in establishment of reputation and promotion for tourist attractions.Data of 12926 valid comments on Ctrip and Meituan from five natural land-scape scenic spots in Xinjiang was collected.Firstly,with the triple coding of grounded theory,203 concepts,36 categories and 5 main categories were obtained.A conceptual model of tourist satisfaction influencing factors of“before travel(travel motivation+travel preparation)-during travel(core content experience+auxiliary content experience)-after travel(post travel evaluation)”was constructed.Secondly,through text analysis,the high-frequency vocabularies of 5 scenic spots are clear.Through the matching of high-frequency vocabulary with cate-gory and main category,the influence degree of each influencing factor was concluded.Finally,a summary a-bout the status quo of key factors affecting tourist satisfaction is concluded.The summary shows tourist satisfac-tion is affected by many factors,but the degrees are different.There is a contradiction between scenic protection and scenic development.High-quality scenery and low-quality service coexist.Format innovation does not effec-tively match the needs of tourists.It has a certain reference value for improving the satisfaction of tourists in nat-ural landscape scenic spots in Xinjiang.