基于网络评论的长沙城市旅游目的地游客满意度评价

发布时间：2018-06-20 14:27

本文选题：游客满意度 + 网络评论　；参考：《湘潭大学》2017年硕士论文

【摘要】：旅游产业竞争加剧使得目的地之间的竞争已经上升到整体的目的地之间的竞争,城市旅游目的地的竞争成为趋势,掌握城市旅游目的地游客满意度是发展旅游产业、提升旅游目的地竞争力的基础。传统旅游目的地游客满意度研究注重满意度内涵和测评方法的研究,研究数据多来自问卷调查,具有一定的局限性。随着互联网络的发展,游客倾向于使用网络评论发表对目的地的感知评价,利用网络评论可随时获取任一时段目的地游客满意度评价内容,高效便捷;并且网络社交也越来越影响着游客的旅游决策和行为。因此,基于网络用户评论内容探讨构建城市群旅游目的地游客满意度的评价方法,是对传统实地调研和问卷调查获取游客满意度方法的补充和丰富。研究通过网络文本内容挖掘技术搜集游客评论,基于扎根理论的研究方法对网络评论内容进行梳理和分析,构建城市旅游目的地游客满意度评价模型,利用期望差异理论、网络文本分析法、IPA分析法等理论和工具,对长沙城市旅游目的地游客满意度进行研究和评价,并提出提升建议。研究构建的城市旅游目的地游客满意度评价模型表明,城市旅游目的地游客预期期望值来自游客对城市形象的感知,城市形象传播和城市定位决定城市形象。游客的实际体验感知价值由住宿、餐饮、交通、吸引物、娱乐购物、文化感知和环境氛围决定,游客基于期望差异比较后对旅游旅游目的地作出满意度总体评价,并用重游意愿表达和强调对满意度评价结果的补充。长沙城市旅游目的地的游客满意度评价结果显示,长沙城市旅游目的地的游客满意度总体评价较为满意,饮食、住宿、娱乐购物、城市形象、文化感知和旅游吸引物满意度水平较高,其中城市形象决定游客期望,是城市旅游目的地吸引力的重要影响因素,存在提升空间。交通和环境氛围满意度较低,有待提高。打造长沙世界级旅游目的地,提升长沙旅游目的地游客满意度,可以从城市形象自我构建、城市环境氛围改善提升、城市交通建设完善以及相关旅游设施和配套服务建设等方面着手,并保持长沙在餐饮、历史文化价值感知、娱乐购物等方面的特色优势。
[Abstract]:The intensified competition of tourism industry has made the competition among destinations rise to the competition among the whole destinations, the competition of urban tourism destinations has become a trend, and it is necessary to develop the tourism industry to grasp the satisfaction of tourists in urban tourism destinations. The basis for enhancing the competitiveness of tourist destinations. The traditional tourist satisfaction research focuses on the connotation of satisfaction and the research of evaluation methods. The research data mostly come from questionnaire survey, which has some limitations. With the development of the Internet, tourists tend to use Internet comments to publish their perception of destination evaluation, and can obtain the content of destination satisfaction evaluation at any time, which is efficient and convenient. And the network social intercourse also more and more affects the tourist's traveling decision and the behavior. Therefore, the evaluation method of tourist satisfaction of urban agglomeration tourist destination based on the content of online user comments is a supplement and enrichment to the traditional field investigation and questionnaire survey to obtain tourist satisfaction. This paper collects tourists' comments through Web text content mining technology, combs and analyzes the content of online comments based on the research method of rooted theory, constructs the evaluation model of tourist satisfaction of urban tourism destination, and uses the theory of expectation difference. Based on the theory and tools of IPA analysis, this paper studies and evaluates the tourist satisfaction of Changsha city's tourist destination, and puts forward some suggestions on how to improve it. The evaluation model of tourist satisfaction of urban tourism destination shows that the expected expectation comes from tourists' perception of city image, and city image communication and city positioning determine city image. The perceived value of tourists' actual experience is determined by accommodation, catering, transportation, attraction, entertainment shopping, cultural perception and environmental atmosphere. And revisiting intention to express and emphasize the satisfaction evaluation results supplement. The result of tourist satisfaction evaluation of Changsha city tourism destination shows that the overall evaluation of tourist satisfaction of Changsha city tourism destination is satisfactory, such as food, lodging, entertainment shopping, city image, etc. The level of cultural perception and tourist attraction satisfaction is high, among which the city image determines the expectation of tourists, which is an important factor affecting the attractiveness of city tourism destination, and there is room for improvement. Traffic and environmental atmosphere satisfaction is low, need to be improved. To build a world-class tourist destination in Changsha, and to enhance tourist satisfaction of Changsha tourist destination, can build itself from the image of the city, and improve the urban environment and atmosphere. The improvement of urban transportation construction and related tourism facilities and related services, and the maintenance of Changsha in catering, historical and cultural value perception, entertainment shopping and other aspects of the characteristics of advantages.
【学位授予单位】：湘潭大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F592.7

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