国家级滑雪旅游度假地游客感知价值维度识别——基于网络文本分析

Identification of Dimensions of Tourist Perceived Value of National Skiing Tourism Resorts——Based on Network Text Analysis

随着国家层面利好政策的持续深化和市场规模的逐渐拓展,中国滑雪旅游蓬勃发展,在此背景下文章基于携程、马蜂窝和去哪儿网平台的网络文本分析,从设施价值、服务价值、品牌价值、成本价值和情感价值等五个维度,深入识别国家级滑雪旅游度假地的游客感知价值。研究发现:设施价值是游客最为关注的维度,表明以滑雪基础设施和周边环境为代表的设施,是滑雪游客最重视的要素;其次是服务价值、品牌价值和成本价值;而情感价值则相对较低。根据研究结果,提出国家级滑雪旅游度假地应关注设施建设、服务品质、品牌形象、合理定价和情感营造等发展建议,旨在为我国国家级滑雪旅游度假地以及冰雪事业的发展提供助益。

With the continuous deepening of favorable policies at the national level and the gradual expansion of the market scale,the skiing tourism has flourished in China.In this context,based on the online text analysis of the Ctrip,Mafengwo,and Qunar.com platforms,this study identifies the tourist perceived value of the National Ski-ing Tourism Resorts in an in-depth way from the five dimensions of facility value,service value,brand value,cost value,and emotional value.The study finds that the value of facilities is the dimension that tourists pay most atten-tion to,which indicates that facilities represented by skiing infrastructure and the surrounding environment are the most emphasized elements by skiing tourists,followed by the value of service,brand value,and cost value,while the emotional value is lower in comparison.According to the study results,this paper proposes that national skiing tourism resorts should pay attention to the construction of facilities,service quality,brand image,rational pricing,emo-tional creation,etc.,aiming to provide assistance for the development of national skiing tourism resorts as well as the snow and ice business in China.