“淄博烧烤”游客消费偏好及旅游目的地营销启示  

"Zibo Barbecue"Tourists'Preference and Destination Marketing Implications

作　　者：王康萍 孔海燕[1] 布乃鹏 孔丽媛 Wang Kangping;Kong Haiyan;Bu Naipeng;Kong Liyuan(School of Business,Shandong University,Weihai 264209,China)

机构地区：[1]山东大学商学院,山东威海264209

出　　处：《旅游论坛》2024年第2期52-60,共9页Tourism Forum

基　　金：山东省社会科学规划研究项目“‘好客山东’‘好品山东’国际影响力研究”(23BGLJ06)资助。

摘　　要：网络数据量的爆发式增长为旅游目的地营销研究提供了丰富的信息。本研究以2023年3月—5月抖音、微博、小红书、Bilibili等4家社交媒体平台用户评论为样本,利用Python技术进行数据爬取和可视化分析,探索游客关注、情感、评价和消费偏好。研究表明,社交媒体用户对“淄博烧烤”的关注呈整体上升趋势;态度以积极为主,性别差异和年龄层次影响用户情感;正向评论主要关注店铺推荐、烧烤文化、政府举措、居民好客、城市借鉴、集群社交、旅游种草和回忆唤起;负面评论聚焦于游客行为、当地人感受、旅游高峰期压力和商铺负面评价。研究发现为促进淄博旅游可持续发展、推动目的地营销、塑造良好城市形象、让城市迸发出更大发展潜力提供了数据参考和决策依据。The explosive growth of network data provides abundant information for tourism destination marketing research.In order to explore tourists'concern,attitude,evaluation,and consumption preference,the study took online consumer review(OCR)on dominating social media platforms(Douyin,Weibo,Xiaohongshu,Bilibili)from March to May 2023 as samples,and employed Python for data crawling and visual analysis.It found that consumers'attention to"Zibo Barbecue"was rising generally;users'attitude was mainly positive,and gender and age may affect the users'emotion.The positive comments focused on store recommendation,barbecue culture,government initiatives,residents'hospitality,city reference,social cluster,tourism advertise,and recalled memories.The negative comments paid more attention to tourists'behavior,local feelings,the pressure of peak tourist season,and the negative comments on shops.The findings may provide data reference and decision-making basis for promoting the destination marketing and sustainable development of Zibo tourism,shaping positive city image,and exploring greater potential.

关 键 词：淄博烧烤 社交媒体 游客消费偏好 旅游目的地营销 Python 

分 类 号：F590[经济管理—旅游管理]