基于网络文本分析的乡村旅游者绿色消费行为现状及促进对策——以湖南省为例

Current Situation and Promotion Strategies of Rural Tourists'Green Consumption Behavior Based on Network Text Analysis:A Case Study of Hunan Province

“双碳”目标对乡村的发展提出了要求,实施乡村全面振兴战略,推进农业农村现代化建设,始终肩负着实现“双碳”目标的责任和使命。本文选取11个文旅部公布的位于湖南省的乡村旅游重点村,采集携程、马蜂窝网站的相关点评数据505条,对其进行文本分析,构筑乡村旅游者绿色消费行为的5原则6要素N表现模型,即“5R6FNs”模型,并深入剖析乡村旅游者的绿色消费行为现状和问题。数据显示,绿色“游”表现是乡村绿色消费行为的首要内涵,乡村的大自然环境是吸引旅游者的重要因素,绿色“住”“娱”“食”“购”是重要表现方面,绿色“行”仍有较大提升空间;并提出了保留原始生态环境,完善基础设施建设,引导绿色经营转型,加大绿色营销宣传等建议,以期助力乡村旅游可持续发展。

The carbon peaking and carbon neutrality goals puts forward requirements for rural development,implements a comprehensive rural revitalization strategy,promotes the modernization of agriculture and rural areas,and always shoulders the goals.This paper selected 11 Key Rural Tourism Villages in Hunan Province announced by the Ministry of Culture and Tourism,505 relevant review data from Ctrip and Mafengwo websites for text analysis,established the so-called 5-principle and 6-element N performance model of rural tourists'green consumption behavior,that is,the'5R6FNs'model,and analyzed the current situation and problems of rural tourists'green consumption behavior.The data showed that green'traveling'was the primary connotation of rural green consumption behavior,the natural environment of the countryside was an important factor to attract tourists,and green'housing',green'entertainment',green'food'and green'shopping'were important aspects.There still was a lot of room for improvement in the green'transport'.Based on this,several suggestions were put forward,such as preserving the native ecological environment,improving infrastructure construction,guiding the transformation of green business,and increasing green marketing and publicity,in order to promote the substantial development of rural tourism.