中国赴澳大利亚游客的情感特征研究——基于大数据的文本分析

发布时间：2018-02-13 20:11

本文关键词： 大数据游客情感在线文本分析中国出境游客澳大利亚　出处：《旅游学刊》2017年05期 　论文类型：期刊论文

【摘要】：中国出境游客的消费偏好和兴趣特征研究已成为当前旅游学界研究的重要内容。现有研究主要围绕满意度调查和细分市场展开,在研究时效和话题覆盖方面存在一定的局限。文章借助网络大数据研究分析方法,基于游客情感分析理论,以赴澳中国游客发布在国内旅游网站的评论为素材展开分析,比较其与国际游客的差异性,继而解析主要影响因素。研究发现:(1)中国游客在吸引物类型和旅游活动两大要素上与国际游客存在较大差异;(2)目的地要素和吸引物类型均有可能引发中国赴澳游客的正负面旅游情绪,地标性景观和多样化特色较能引发中国游客的正面评价,而中国游客对澳文化资源和冒险性旅游活动评价较低;(3)中国游客对澳大利亚旅游城市的情感喜好,与其旅游资源的丰富程度和城市基本职能存在一定关联。这些发现与当前旅游研究的相关理论较为吻合,但与现存针对中国赴澳游客的满意度调查不一致。研究的意义在于开拓了研究游客偏好和评价的新方法,有助于更好地指导国际旅游目的地改进针对中国游客的营销策略和方式,具有较好的应用价值。
[Abstract]:China outbound tourists consumer preferences and characteristics of interest has become an important part of tourism academic research. The existing research focuses on the satisfaction survey and market segments, there are some limitations in the study of aging and topic coverage. With the help of network data analysis research method, sentiment analysis based on the theory of tourists, tourists to Australia China published in the domestic tourism website comments for the material to analyze, compare the difference with the international tourists, and then analyzing the main influencing factors. The study found that: (1) there is a big difference in Chinese tourists attraction types and tourism activities on the two elements and international tourists; (2) objective factors and types are attracted to may lead to positive and negative emotions Chinese tourist visitors to Australia, landmark landscape and diverse characteristics can lead to a positive evaluation of Chinese tourists, and China tourists to Australia Low evaluation of cultural resources and adventure tourism activities; (3) China tourists on the Australian Tourism City emotional preferences, basic functions and rich tourism resources and the degree of the city there is a certain correlation. These findings are consistent with the current related theories of tourism research, but for China tourists to Australia the existing satisfaction surveys are not consistent. The research the significance lies in developing new approaches to the study of visitors' preferences and evaluation, help guide the international tourism to better improve the marketing strategy and the way of China tourists, has good application value.

【作者单位】：中山大学旅游学院;
【基金】：国家自然科学基金“消费转型与中国资源型旅游目的地发展演化研究”(41571137) 教育部人文社科基金青年基金“价值链视角下旅游地产业升级机制研究:以中国世界遗产旅游地为例”(14YJC790083)资助~~
【分类号】：F592

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