基于文本分析的邮轮旅游满意度与营销策略研究

Research on Cruise Tourism Satisfaction and Marketing Strategies Based on Text Analysis

摘要: 通过深入的网络数据分析，能够揭示游客的邮轮旅游体验，进而映射出旅游目的地在管理与运营层面上的潜在问题。这样的分析有助于针对性地优化旅游目的地的形象，提升游客满意度。本文以邮轮旅游为研究对象，利用ROST CM6.0软件对海量的网络文本数据进行深度分析，在此基础上，探讨了旅游地的意象认知、旅游体验等核心因素。通过详尽的资料分析，本文得到了如下关键的结论：游客对邮轮旅游总体评价较高，他们对邮轮服务、邮轮设施、游客感知、游客员工等有着深刻的感受，其中，邮轮的室内布置与岸边活动是影响游客体验满意度的重要因素。在以上研究结果的基础上，本文提出了对旅游地进行差别化市场培育战略的建议，针对不同的游客群体制定更具针对性的服务和产品。同时，优化船舶的内部空间设计，提升游客在邮轮上的居住体验。此外，还应注重提升岸上旅游产品的品质和多样性，以丰富游客的旅游体验，进一步提升旅游目的地的整体形象。

Abstract: Through in-depth analysis of online data, it can reveal the experiences of tourists. This further reflects the potential issues in the management and operation of tourism destinations. Such analysis helps to optimize the image of tourist destinations, enhancing tourist satisfaction. This article focuses on cruise tourism as the research object, utilizing ROST CM6.0 software to conduct in-depth analysis of massive online text data, exploring the core factors of image cognition and tourist experience of tourist destinations. Through detailed data analysis, several key conclusions are drawn: tourists generally give high ratings to cruise tourism, having profound perceptions of cruise services, facilities, visitor perceptions, and staff, where interior decoration and shore activities on the cruise are significant factors influencing tourist satisfaction. Building upon these research results, the article proposes suggestions for implementing differentiated market cultivation strategies for tourist destinations, customizing services and products for different tourist groups, and enhancing the internal space design of ships to improve the living experience of tourists on cruises. Additionally, focusing on improving the quality and diversity of onshore tourist products to enrich the tourist experience, further enhancing the overall image of the tourist destination.