基于UGC数据的中国世界遗产景区网络关注度与满意度研究  

Research on Chinese World Heritage Scenic Spots Network Concern and Satisfaction Based on UGC Data

作　　者：李经龙[1] 王海桃 LI Jinglong;WANG Haitao(School of Business,Anhui University,Hefei 230601,China)

机构地区：[1]安徽大学商学院,合肥230601

出　　处：《西南大学学报（自然科学版）》2023年第8期138-150,共13页Journal of Southwest University(Natural Science Edition)

基　　金：国家自然科学基金项目(41301151).

摘　　要：本文依托百度指数平台,通过搜索中国世界遗产景区的关键词,精选50项、76处中国世界遗产景区作为研究对象,将百度指数和网络游记关键词两类数据做Pearson相关性分析,运用描述性统计法、层级分析法、网络文本分析法了解网络用户和现实游客对中国世界遗产景区的关注度差异与体验特征,明确并解决影响游客满意度的因素.结果表明:①网络用户的景区关注度在2011-2017年呈现出逐渐上升的发展态势,2018年略有回落,2020-2021年受新冠疫情影响有明显的下降;②网络用户关注度与游客关注度存在显著性正相关关系,但用户关注度与游客关注度之间差异较大,呈现出“名过其实”“名小于实”“名副其实”的3大类关注态势;③游客满意度主要以积极情绪为主,丰富的旅游资源、浓厚的景区氛围、较高的服务质量是旅游者产生积极情绪的显著性表现,而影响游客满意度的因素主要体现在游憩时间、旅游活动、身心体验、旅游环境等体验感知方面.研究结果可为中国世界遗产景区网络关注度与满意度的提升和中国世界遗产资源的进一步保护与开发提供思路和决策依据.Relying on the Baidu Index platform,this paper selects 50 items and 76 world heritage scenic spots as research objects by searching the key words of Chinese world heritage scenic spots,analyzes the correlation between Baidu Index and online travel keywords,and uses descriptive statistical methods,hierarchical analysis methods and online text analysis methods to understand the differences of attention and experience characteristics of internet users and real tourists in Chinese world heritage scenic spots,and identifies and solves the factors affecting tourist satisfaction.The results show that:①The attention of internet users to scenic spots showed a gradual upward development trend from 2011 to 2017,a slight decrease in 2018,and a significant decrease due to the impact of the novel coronavirus epidemic from 2020 to 2021.②There is a significant positive correlation between the attention of internet users and the attention of tourists,but there is a large difference between user attention and tourist attention,showing three types of attention trends of“excessive”,“less than real”and“worthy of the name”.③Tourist satisfaction is mainly based on positive emotions.Rich tourism resources,strong scenic atmosphere,and high service quality are the significant manifestations of tourists positive emotions,while the factors affecting tourists satisfaction are mainly presenting in the experience perception of leisure time,tourism activities,physical and mental experience,tourism environment,etc.The research results can provide ideas and decision-making basis for the upgrading of Chinese world heritage scenic spots network concern and satisfaction,and for the further protection and development of Chinese world heritage resources.

关 键 词：UGC数据 世界遗产 中国世界遗产 网络关注度 游客满意度 旅游 

分 类 号：F590[经济管理—旅游管理] K928.7[经济管理—产业经济]