基于电子商务在线评论的城市旅游满意度研究及营销策略分析——以南京市为例

A Study on Tourism Satisfaction and Marketing Strategies in Cities Based on E-Commerce Online Reviews—A Case Study of Nanjing

摘要: 随着电子商务在旅游业的深度渗透，在线评论已成为影响消费者决策和反映旅游体验的关键要素。本研究将原议题转化为电子商务视角下的实证研究，以南京市为案例，依托携程、去哪儿等电商平台的用户评论数据，运用文本挖掘、情感分析等电子商务研究方法，深入探究城市旅游满意度的构成维度及影响因素。研究不仅识别了服务水平、性价比、配套设施及资源维护等方面的不足，更从电子商务运营和网络营销角度，提出了包括数据驱动的服务优化、动态定价、线上线下融合、以及基于用户生成内容(UGC)的精准营销策略在内的综合性提升方案。本研究旨在为城市旅游目的地通过电子商务渠道提升竞争力、优化营销效果提供理论依据和实践路径。

Abstract: With the deep penetration of e-commerce in the tourism industry, online reviews have become a key factor influencing consumer decisions and reflecting travel experiences. This study transforms the original research topic into an empirical investigation from an e-commerce perspective, using Nanjing as a case study. By leveraging user review data from platforms like Ctrip and Qunar, and employing e-commerce research methods such as text mining and sentiment analysis, the study explores the dimensions and influencing factors of urban tourism satisfaction. The research not only identifies shortcomings in service quality, cost-effectiveness, supporting facilities, and resource maintenance, but also proposes comprehensive improvement strategies from e-commerce operations and digital marketing perspectives. These include data-driven service optimization, dynamic pricing, online-offline integration, and precision marketing strategies based on user-generated content (UGC). This study aims to provide theoretical foundations and practical pathways for urban tourism destinations to enhance competitiveness and optimize marketing effectiveness through e-commerce channels.