网络营销视角下短租平台口碑机制研究——以途家民宿为例

Research on the Word-of-Mouth Mechanism in Short-Term Rental Platforms from a Network Marketing Perspective—A Case Study of Tujia

摘要: 本研究基于信号理论，以途家平台南京市短租评论为研究对象，旨在从网络营销视角探究在线口碑的形成机制与有效性。通过对新街口、钟山风景区、南京南站及仙林大学城四个功能区域的7566条评论进行LDA主题建模与情感分析，本研究依次回答了三个核心问题：首先，识别出用户关注的七大核心体验维度，包括核心服务质量、地理位置、设施体验、性价比等，为短租平台优化产品描述与营销内容提供了基点；其次，发现评分与文本情感虽呈显著正相关，但存在1.85%的“评分–情感”悖论样本，揭示了口碑信号存在系统性偏差，对依托评分系统进行房源推广的网络营销策略提出了挑战；最后，分析证实不同功能区域的用户关注点与情感表达存在显著差异，其口碑特征深刻受区域功能与消费场景塑造，论证了实施差异化精准营销的必要性。研究结论从信号内容、有效性及情境性三个层面深化了对短租口碑的理解为平台优化口碑营销体系、房东实施差异化服务改进提供了针对性的营销启示。

Abstract: Based on Signaling Theory, this study examines short-term rental reviews on the Tujia platform in Nanjing to explore the formation mechanism and effectiveness of online word-of-mouth from a digital marketing perspective. Through LDA topic modeling and sentiment analysis of 7566 reviews across four functional zones—Xinjiekou, Zhongshan Scenic Area, Nanjing South Railway Station, and Xianlin University Town—this study sequentially addresses three core questions: First, it identifies seven key experience dimensions prioritized by users, including core service quality, location, facility experience, and value for money, providing focal points for optimizing product descriptions and marketing content on short-term rental platforms. Second, it reveals a significant positive correlation between ratings and textual sentiment, yet identifies 1.85% of “rating-sentiment paradox” samples, exposing systematic biases in reputation signals and challenging online marketing strategies that rely on rating systems for property promotion. Finally, analysis confirms significant differences in user focus and sentiment expression across distinct functional zones, with reputation characteristics profoundly shaped by regional functions and consumption scenarios. This demonstrates the necessity of implementing differentiated precision marketing. The research conclusions deepen understanding of short-term rental reputation at three levels—signal content, effectiveness, and contextuality—providing targeted marketing insights for platforms to optimize reputation marketing systems and for hosts to implement differentiated service improvements.