基于IPA分析法的沙坡头景区游客行为及旅游体验研究  

Research on Tourists’Behaviors and Experience in Shapotou Scenic Spot Based on IPA Analysis

作　　者：李爽[1] 苗红[1] LI Shuang;MIAO Hong(College of Resources and Environment,Ningxia University,Yinchuan 750021,China)

机构地区：[1]宁夏大学地理科学与规划学院,宁夏银川750021

出　　处：《宁夏工程技术》2021年第4期313-320,共8页Ningxia Engineering Technology

基　　金：教育部人文社会科学研究一般项目(20YJAZH137)

摘　　要：网络大数据能够反映旅游地市场结构以及游客的旅游体验情况,对提高景区形象具有重要意义。以沙坡头景区为研究对象,以微博、马蜂窝、携程的网络评论为数据来源,运用百度指数、季节性指数对沙坡头景区的游客行为特征进行了研究,运用内容分析法、IPA分析法并结合ROST CM6软件对景区旅游形象及游客旅游体验进行了探究。游客行为特征分析表明,西北以及华北地区是主要客源地,游客以青年男性为主,景区在网络关注度上存在明显的季节性差异。对高频词分类汇总,形成了10个次类目、4个主类目。通过分析得出:游客具有明确的出游目的,且对黄河、沙漠等自然景观比较感兴趣;景区适宜亲子游、家庭游。通过情感倾向分析表明,游客对景区的整体认同度较高,负面评论主要集中在门票、旅游设施及服务管理方面,导致游客体验较差。通过IPA分析发现,旅游要素重要性与表现性差异较大,大部分要素重要性较低,但是表现性较高,游客旅游体验较好。基于研究结果,景区应从景区管理、交通情况、旅游消费3个要素上进行升级改造,提高游客体验质量,从而促进景区可持续发展。Big data on the Internet can reflect the market structure of tourist destinations and the tourists’experience,which is of great significance to improve the image of scenic spots.Taking Shapotou scenic spot as the research object,based on the online reviews from Weibo,Mafengwo and Ctrip,the tourists’behavior characteristics in Shapotou scenic spot are studied by using Baidu Index and seasonal index;and the image of Shapotou scenic spot and tourist experience are also explored by using methods of the content analysis and IPA analysis with the ROST CM6 software.The analysis of tourist behavior characteristics shows that the northwest and North China are the main tourist source areas;the tourists are mainly young males;and there are obvious seasonal differences in the attention degree on the Internet.The high-frequency words are classified and aggregated to form 4 main categories and 10 sub-categories.It is concluded that tourists have obvious travel purposes and are more interested in natural landscapes such as the Yellow River and desert;and the scenic spot is suitable for parent with child and the whole family.The analysis of emotional tendency shows that tourists have a high overall recognition of the scenic spot,and negative comments mainly focus on tickets,facilities and services,which result in poor experience for tourists.Through IPA analysis,it is found that the importance and performance of tourism elements differ greatly,with most elements of less importance but better performance,resulting in a better experience for tourists.Based on the results of the study,the scenic spot management,traffic and consumption should be upgraded in the future to improve the tourists’experience,thus promoting the sustainable development of the scenic spot.

关 键 词：沙坡头景区 IPA分析法 旅游体验 网络评论 

分 类 号：F592.7[经济管理—旅游管理]