基于网络文本分析的青藏高原地区游客满意度研究——以羊卓雍错景区为例

Study on Tourist Satisfaction in the Tibetan Plateau Based on Network Text Analysis——A Case Study of Yamzho Yumco Lake

西藏拥有独特的高原旅游资源,具有发展旅游业的天然优势。以羊卓雍错景区为例,利用数据挖掘技术,获取网络文本数据,抓取携程、大众点评、马蜂窝网站的游客评论,从高频词特征、社会语义网络和游客情感3个方面进行分析,探索影响羊卓雍错游客满意度的因素,并提出相关优化策略。结果显示,排名前100的5个维度高频词中,景点旅游资源类高频词占比最高,为53.10%。社会网络分析图中最核心的关键词为“羊卓雍错”“西藏”“拉萨”。游客情感分析中,积极、消极和中性情绪分别占比69%、25%和6%。保证交通通达性、便捷购票、设立医疗设施、提高服务质量、丰富旅游产品等措施有助于提升羊卓雍错景区的整体旅游形象。

Xizang has unique plateau tourism resources and a natural advantage in developing tourism.Taking Yamzho Yumco Lake Scenic Spot as an example,this study uses data mining technology to obtain network text data.Based on capturing tourist comments from Ctrip,Dianping and Mafengwo,we analyzes the characteristics of high-frequency words,social semantic network and tourist emotion.So to explore the influencing factors of tourist satisfaction in Yamzho Yumco Lake and put forward corresponding optimization strategies.The top 100 high-frequency words are classified into five dimensions,among which the proportion of high-frequency words of scenic spots and tourism resources is the highest(53%).The core keywords in the social network analysis chart are“Yamzho Yumco Lake”“Xizang”and“Lhasa”.In the analysis of tourist emotion,positive,negative and neutral emotions account for 69%,25%and 6%,respectively.Measures such as ensuring transportation accessibility,convenient ticket booking,setting up medical facilities,improving service quality and enriching tourism products will help to improve the overall tourism quality of Yamzho Yumco Lake.