摘要
与出境游的蓬勃发展态势相比,我国入境游发展较低迷,亟待提振。本研究基于文本挖掘技术对7万多条入境游客评论进行了深度分析,通过评论分层和因素提取,提炼和归纳了根植于大数据的入境游客旅游体验影响因素,基于这一理论框架对不同满意度游客群体的体验感知进行分层过滤和感知差异深描,准确揭示了游客体验感知规律与差异。研究发现,不同满意度游客体验感知存在显著差异,主要聚焦在人际性、体验性和结构性三类因素上,同时还受到人口和景区特征因素的影响。这一探索性研究为大数据背景下的旅游体验研究提供了新的思路,对已有旅游体验影响因素的理论猜想进行了补充完善及交叉验证,也为旅游目的地管理实践提供了有价值的参考。
Compared with the booming trend of outbound tourism, the development of inbound tourism in China is relatively sluggish and needs to be boosted. Based on the text mining technology, this study conducted an in-depth analysis of more than 70,000 comments posted by international tourists in China. By utilizing Leximancer, this study compares travel experience perceptions among different levels of satisfaction groups. In addition, tourists’ demographic characters as well as destination characters are both included in the analysis for a more accurate inbound tourism profiling. The results show that there are significant differences in the attributes that international tourists of different satisfaction levels focus on and experience perception of these attributes. These differences can be mainly categorized as interpersonal, experiential and structural factors. Besides, the characters of tourists and destinations are also effectively influencing their tourism experience. The main conclusions include: 1) For international tourists, the influence of perceived crowding is non-linear and the performance of tour guides plays a significant role on tourists’ satisfaction. 2) In generally, international tourists are more satisfied with natural scenic spots and pay more attention on transportation and accommodation as their focus. The uniqueness of tourist souvenirs is widely concerned by international tourists, which is embodied in the local cultural, artistic and classical beauty. Among them, young tourists are more sensitive to the price, while the elderly pay more attention to their cultural characteristics. 3) The elderly women from North America are more satisfied with the travel experience in China, while the young men in Asia show more dissatisfaction. 4) Compared with man-made scenic spots in the South China, cultural ones in the north are more popular among international tourists. This study is the first attempt to empirically test the theoretical framework proposed in existing tourism literatures that summarized four types of factors influencing tourists’ experience. This exploration not only provides a new approach for tourism market segmentation and profiling based on user generated content, but also provides valuable reference for tourism destination management.
作者
李春晓
李辉
刘艳筝
梁赛
Li Chunxiao;Li Hui;Liu Yanzheng;Liang Sai(The College of Tourism&Service Management,Nankai University)
出处
《南开管理评论》
CSSCI
北大核心
2020年第1期28-39,共12页
Nankai Business Review
基金
国家自然科学基金项目(71702081、71971124)
教育部人文社会科学研究项目(17YJC630054)资助.
作者简介
李春晓,南开大学旅游与服务学院副教授、博士,研究方向为旅游目的地营销、旅游消费行为;通讯作者:李辉,南开大学旅游与服务学院教授、博士,研究方向为旅游案例推理与预测、数据挖掘与决策研究;刘艳筝,南开大学旅游与服务学院本科生,研究方向为旅游目的地营销;梁赛,南开大学旅游与服务学院讲师、博士,研究方向为旅游大数据分析、在线评论、共享经济
