乡村民宿游客体验的影响因素与情感倾向分析：基于携程评论的文本挖掘研究

Analysis of Influencing Factors of Tourist Experience and Sentiment Tendency in Rural Homestays: A Text Mining Study Based on Ctrip

摘要: 随着乡村旅游兴起，民宿成为连接自然、文化与游客情感的关键。本研究聚焦于乡村民宿游客体验的影响因素，利用内容分析法通过Nvivo软件对携程网在线评论进行深度分析。通过逐级编码，识别出环境氛围、服务质量等核心范畴，揭示其对游客情感的复杂影响。借助情感分析技术量化评估游客情感倾向，明晰影响情绪的因素。本研究为民宿经营者提供了优化环境、提升服务、强化文化等策略，以增强游客正面体验，提升游客满意度与忠诚度，不仅丰富了理论视角，也为民宿行业可持续发展提供了实证依据。

Abstract: With the rise of rural tourism, homestays have become a key link connecting nature, culture, and tourists’ emotions. This study focuses on the influencing factors of tourist experience in rural homestays, utilizing content analysis to conduct an in-depth analysis of online reviews from Ctrip through Nvivo software. Through progressive coding, core categories such as environmental atmosphere and service quality are identified, and their complex impacts on tourists’ emotions are revealed. By using sentiment analysis technology to quantitatively assess tourists’ sentiment tendencies, the factors affecting emotions are clarified. This study provides strategies for homestay operators to optimize the environment, improve services, and strengthen cultural elements, so as to enhance tourists’ positive experience and boost tourist satisfaction and loyalty. It not only enriches the theoretical perspective but also provides empirical evidence for the sustainable development of the homestay industry.