Exploring the Tourism Experience of Beginner Skiers in the Emerging Ski Market  

新兴滑雪市场的滑雪初学者旅游体验研究

作　　者：PENG Yuanxiang YIN Ping YANG Jingjing Kurt MATZLER 彭远香;殷平;杨晶晶;Kurt MATZLER(北京交通大学经济管理学院,北京100044;澳门旅游学院旅游管理系,中国澳门999078;茵斯布鲁克大学管理、营销与旅游系,茵斯布鲁克6020,奥地利)

机构地区：[1]Department of Tourism Management,School of Economics and Management,Beijing Jiaotong University,Beijing 100044,China [2]School of Tourism Management,Macao Institute for Tourism Studies,Macao 999078,China [3]Department of Strategic Management,Marketing and Tourism,Innsbruck University,Innsbruck 6020,Austria

出　　处：《Journal of Resources and Ecology》2022年第4期613-623,共11页资源与生态学报（英文版）

基　　金：The Fundamental Research Funds for the Central Universities(2019JBWB002);The Major Project of National Social Science Foundation of China(20ZDA067);The General Project of Humanities and Social Sciences Research of National Level(17BTY057).

摘　　要：The skiing economy is a typical experience economy,so understanding the experience of ski tourists is essential to the development of the destination.To enrich the tourism experience research in the emerging ski market,this paper studies the 7118 online reviews of beginner skiers by selecting the main ski resorts in China as a case study.The content analysis method and sentiment analysis based on the domain lexicon and custom rules are combined to explore the perception characteristics of the beginners from the two aspects of experience dimension and experience satisfaction.Three main results were found.(1)The five main dimensions that affect the ski tourism experience of beginners are interaction perception,price perception,reputation perception,risk perception and functional perception.(2)For beginners,skiing is the primary purpose of tourism instead of being the critical factor of the positive reviews.They pay more attention to the pleasure produced by interpersonal interactions.(3)From 2014/2015 ski season to 2010/2021 ski season,the positive sentiment of beginners had no obvious change,while the negative sentiment showed a continuous downward trend,and the negative sentiment was mainly distributed among reviews on price,low temperature and service.This paper not only expands the research perspective of ski tourism,but also provides managerial inspiration for ski destinations interested in attracting beginners from the emerging ski markets.滑雪旅游作为一种典型的体验型经济,了解滑雪者的旅游体验对目的地的发展至关重要。为丰富新兴滑雪市场的旅游体验研究,本研究选取中国主要滑雪区的滑雪初学者的7118条网络评论为研究对象。将内容分析方法与基于领域词典的情感分析方法相结合,从体验维度和体验满意度两个方面进行探讨。结果显示:(1)互动感知、价格感知、声誉感知、风险感知和功能感知是影响初学者旅游体验的主要维度。(2)对于初学者而言,滑雪功能是其出游娱乐的主要目的,但非积极评价关键因素,他们更关注人际互动所产生的愉悦感。(3)在2014/2015雪季至20220/2021雪季之间,,初学者的积极情感并无明显变化,而消极情感有持续下降的趋势,消极情感主要分布在对价格、低气温和服务因素的评论上。本文不仅拓展了滑雪旅游的研究视域,也为有意吸引新兴滑雪市场初学者的滑雪旅游目的地提供了管理启示。

关 键 词：ski destination tourist experience big data sentiment analysis content analysis 

分 类 号：F592[经济管理—旅游管理] G863.1[经济管理—产业经济]