基于爬虫技术的山岳型旅游景区网络口碑评价研究
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摘要
互联网时代传统口碑逐步演变为网络口碑,对旅游景区网络口碑进行综合评价显得尤为必要。以全国十大山岳型旅游景区为研究对象,围绕旅游要素构建4个维度32个网络口碑搜索关键词,采用层次分析法对关键词赋权,运用网络爬虫技术搜取2017年11月—2018年10月各景区正、负面网络舆情信息,将信息数量标准化,进而计算各景区网络口碑指数、网络关注指数,绘制矩阵分析图。结果显示:网络舆情数量与游客出行活动量之间高度相关,正面舆情数量与负面舆情数量相关性较强,相关系数为0.839;以风景著称的景区较以宗教文化著称的景区网络关注度更高。
In the Internet era, traditional public praise has been gradually replaced by the Internet word of mouth, and it is necessary to make a comprehensive evaluation of the Internet word of mouth of tourist attractions. This paper takes China's top ten mountainous tourist attractions as the study object, and sets 32 words of 4 dimensions as the search keywords of Internet word of mouth according to tourist elements. By adopting the analytic hierarchy process to define the weight of the keywords and using the web crawler technology to search the positive and negative Internet public opinion information of each tourist attraction from November 2017 to October 2018, this paper standardizes the information quantity, calculates the indexes of Internet word of mouth and Internet focus, and draws the matrix analysis diagram. The results show that: the number of Internet public opinion is highly correlated with the amount of tourists' travel activities; the number of positive Internet public opinion is strongly correlated with that of negative opinion, and the correlation coefficient is 0.839; scenic attractions get more Internet focus than religious attractions.
In the Internet era, traditional public praise has been gradually replaced by the Internet word of mouth, and it is necessary to make a comprehensive evaluation of the Internet word of mouth of tourist attractions. This paper takes China's top ten mountainous tourist attractions as the study object, and sets 32 words of 4 dimensions as the search keywords of Internet word of mouth according to tourist elements. By adopting the analytic hierarchy process to define the weight of the keywords and using the web crawler technology to search the positive and negative Internet public opinion information of each tourist attraction from November 2017 to October 2018, this paper standardizes the information quantity, calculates the indexes of Internet word of mouth and Internet focus, and draws the matrix analysis diagram. The results show that: the number of Internet public opinion is highly correlated with the amount of tourists' travel activities; the number of positive Internet public opinion is strongly correlated with that of negative opinion, and the correlation coefficient is 0.839; scenic attractions get more Internet focus than religious attractions.
引文
[1] 柴海燕.旅游目的地网络口碑传播研究[D].武汉:武汉大学经济与管理学院,2011.
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[4] DELLAROCAS.Exploring the value of online product review in fore-casting sales the case of Motion Pictures[J].Journal of Interaction Marketing,2007(4):23-45.
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[12] 何琼峰.基于扎根理论的文化遗产景区游客满意度影响因素研究:以大众点评网北京 5A 景区的游客评论为例[J].地理经济报,2014(1):168-173.
[13] 杨淼甜,李君轶,杨敏.美食对游客情感与满意度的影响研究:以赴西安的西南地区游客为例[J].西北大学学报(自然科学版),2018,48(3):441-448.
[14] 夏巧云,王朝辉.基于Fuzzy-IPA的山岳型景区游客满意度研究:以黄山风景区为例[J].安徽师范大学学报(自然科学版),2012,35(5):471-476.
[15] 何少琪.基于大数据用户生成内容的丽江旅游形象危机舆情调查[J].旅游纵览(下半月),2018(5):114-115.
[16] 马丽君,马曼曼.“天价虾”事件对青岛旅游网络关注度的影响[J].资源开发与市场,2018,34(1):83-87.
[17] 孟亚茹,姚凯学,安世博.基于Python的网络关键字热度获取工具的研究与实现[J].电子技术与软件工程,2018(9):180-182.
[18] 于娟,刘强.主题网络爬虫研究综述[J].计算机工程与科学,2015,37(2):231-237.
[19] 刘竞妍,张可,王桂华.综合评价中数据标准化方法比较研究[J].数字技术与应用,2018(6):84-85.
[20] 刘宏涛,赵希男,侯楠.基于主客体双重视角的专家权重确定方法[J].统计与决策,2018(12):36-40.
[21] 彭敏.基于IPA法的北京世界文化遗产景区游客满意度调研分析[J].首都师范大学学报(自然科学版),2018,39(1):82-88.
[2] STAUSS B.Global word of mouth :Service bashing on the internet is a thorny issue[J].Marketing Management,1997,6(3):23-30.
[3] LITVIN S W,GOLDSMITH R E,PAN B.Electronic word-of-mouth in hospitality and tourism management[J].Tourism Management,2008,29(3):458-468.
[4] DELLAROCAS.Exploring the value of online product review in fore-casting sales the case of Motion Pictures[J].Journal of Interaction Marketing,2007(4):23-45.
[5] CHEOL LEE.E-WOM overload and its effect on consumer behavioral intention depending on consumer involvement[J].Electronic Commerce Research and Applications,2009,7(4):386-398.
[6] 赖胜强,唐雪梅,朱敏.网络口碑对游客旅游目的地选择的影响研究[J].管理评论,2011(6):68-76.
[7] 邵一明.网络口碑方向和来源可信度对消费者购买意向影响研究[J].商业经济研究,2015(25):70-72.
[8] 朱翠兰.基于网络口碑的旅游目的地形象感知[J].热带地理,2013(7):489-498.
[9] 郭昕冉.基于新浪微博的5A级山岳型旅游景区网络口碑研究[D].南昌:江西财经大学旅游与城市管理学院,2018.
[10] 龚箭,杨舒悦.基于网络评论的旅游目的地评价研究:以我国31个省市自治区为例[J].华中师范大学学报(自然科学版),2018,52(2):279-286.
[11] 高洁,谭丽娟.大数据背景下基于网络口碑的营销策略研究:以扬州瘦西湖为例[J].江苏商论,2018(8):34-41.
[12] 何琼峰.基于扎根理论的文化遗产景区游客满意度影响因素研究:以大众点评网北京 5A 景区的游客评论为例[J].地理经济报,2014(1):168-173.
[13] 杨淼甜,李君轶,杨敏.美食对游客情感与满意度的影响研究:以赴西安的西南地区游客为例[J].西北大学学报(自然科学版),2018,48(3):441-448.
[14] 夏巧云,王朝辉.基于Fuzzy-IPA的山岳型景区游客满意度研究:以黄山风景区为例[J].安徽师范大学学报(自然科学版),2012,35(5):471-476.
[15] 何少琪.基于大数据用户生成内容的丽江旅游形象危机舆情调查[J].旅游纵览(下半月),2018(5):114-115.
[16] 马丽君,马曼曼.“天价虾”事件对青岛旅游网络关注度的影响[J].资源开发与市场,2018,34(1):83-87.
[17] 孟亚茹,姚凯学,安世博.基于Python的网络关键字热度获取工具的研究与实现[J].电子技术与软件工程,2018(9):180-182.
[18] 于娟,刘强.主题网络爬虫研究综述[J].计算机工程与科学,2015,37(2):231-237.
[19] 刘竞妍,张可,王桂华.综合评价中数据标准化方法比较研究[J].数字技术与应用,2018(6):84-85.
[20] 刘宏涛,赵希男,侯楠.基于主客体双重视角的专家权重确定方法[J].统计与决策,2018(12):36-40.
[21] 彭敏.基于IPA法的北京世界文化遗产景区游客满意度调研分析[J].首都师范大学学报(自然科学版),2018,39(1):82-88.
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