生态旅游游客特征及其消费偏向行为研究——基于网络游记文本数据的情感分析  

Research on the Ecotourism Tourists’Characteristics and Consumption Preference Behavior——Sentiment Analysis Based on Online Travel Journal Data

作　　者：袭希[1] 刘琢 于欢 

机构地区：[1]哈尔滨商业大学管理学院

出　　处：《价格理论与实践》2022年第3期143-146,205,共5页Price:Theory & Practice

基　　金：国家自然科学基金项目“技术生态位网络协同演化模式:维度、路径和决策模型”,项目编号:71602042;黑龙江省哲学社会科学研究规划项目“游客感知视角下黑龙江省生态旅游目的地形象研究”,项目编号:20GLC200;教育部人文社科青年基金“互联网+‘一带一路’背景下产业生态系统的演化趋势与对策研究”,项目编号:19YJC630197。

摘　　要：生态旅游作为一种以生态保护为前提、倡导人与自然和谐共生的新型旅游形式,日益受到旅游者青睐。根据相关网络游记,以黑龙江省湿地资源为案例,采用情感分析和统计分析法,对生态旅游游客特征进行研究。研究结果表明:在黑龙江省湿地旅游活动中游客多以东北地区为主;在夏秋两季客流量居多且多以家庭、朋友的三人以上团体组成;游客情感受出游交通、出游人数、出游天数和人均花费的影响;客源地和旅游季节、旅游季节和人均花费、人均花费和旅游方式的相互作用也会影响游客的情感倾向,从而影响其消费行为。为了进一步增强游客的正面情感、弱化游客的负面情感,应有针对性地对不同季节、不同消费群体、不同旅游方式的游客提供符合预期的活动及服务,这是提升游客满意度的关键所在。Ecotourism,as a new form of tourism that takes ecological protection as the premise and advocates the harmonious coexistence of man and nature,is increasingly favored by tourists.According to relevant online travel journals,taking wetland resources in Heilongjiang Province as a case,the characteristics of ecotourism tourists are studied by using sentiment analysis and statistical analysis methods.The results show that most of the tourists in the wetland tourism in Heilongjiang are mainly from the Northeast region.In summer and autumn,the number of tourists is immense,and most of them come with family or friends in group of three or more.Travel transportation,number of tourists,travel days and average cost are the main factors affecting tourists’sentiment.The interaction between tourist source and tourist season,tourist season and average cost,average cost and tourism mode also affects the tourists’sentiment tendency,thereby affecting their consumption behavior.In order to further enhance the positive sentiment of tourists and weaken the negative sentiment of tourists,it is necessary to provide targeted ac-tivities and services to tourists in different seasons,to different consumer groups,and to different travel modes,which is the key to improving tourists’satisfaction.

关 键 词：生态旅游 游客特征 消费偏好 情感分析 

分 类 号：F592.7[经济管理—旅游管理]