基于在线评论的乌镇景区游客满意度研究

A Study on Tourist Satisfaction of Wuzhen Scenic Area Based on Online Reviews

摘要: 本研究基于大众点评和携程网中5615条来自浙江省乌镇的游客在线评论数据为对象，通过高频词分析、语义网络构建及游客月度情感变化分析等方法，系统探讨游客旅游意向要素与满意度特征。研究结果显示，游客满意度的构成可分为四个层面，具体包括古镇旅游资源、古镇旅游环境、景区配套设施与游客感知；在游客的情感评价中，游客月度情感变化揭示2月情感评分低谷与3月峰值的季节性波动；情感分布显示77.31%积极情绪，但11.71%消极反馈主要指向消费性价比与服务体验。据此提出季节性体验优化、文化资源活化、价值感知重构、体验质量管理四维优化建议，为江南古镇旅游管理提供参考。

Abstract: This study takes 5615 online reviews from tourists visiting Wuzhen, Zhejiang Province, collected from Dianping and Ctrip as the research object. Through methods such as high-frequency word analysis, semantic network construction, and analysis of tourists’ monthly emotional changes, it systematically explores the elements of tourists’ travel intentions and satisfaction characteristics. The research results show that the composition of tourists’ satisfaction can be divided into four levels, specifically including ancient town tourism resources, ancient town tourism environment, scenic area supporting facilities, and tourists’ perception. In the tourists’ emotional evaluation, the monthly emotional changes of tourists reveal the seasonal fluctuations of the emotional score low point in February and the peak in March. The emotional distribution shows that 77.31% are positive emotions, but 11.71% of negative feedback mainly points to the cost-performance ratio and service experience. Based on this, four-dimensional optimization suggestions of seasonal experience optimization, cultural resource activation, value perception reconstruction, and experience quality management are proposed, providing a reference for the tourism management of Jiangnan ancient towns.