基于评论语义挖掘与K-Means聚类的古村落文旅电商体验优化与品牌塑造研究

Research on Experience Optimization and Brand Building of Ancient Village Cultural Tourism E-Commerce Based on Comment Semantic Mining and K-Means Clustering

摘要: 古村落作为重要的文化遗产，其文旅产业的高质量发展对乡村振兴至关重要。随着文旅电商成为游客消费的主要渠道，在线评论成为优化体验与塑造品牌的关键数据源。本研究以联合国“世界最佳旅游乡村”名录中的中国古村落为案例，采集“携程网”的9334条游客评论作为数据基础。通过情感分析、LDA主题模型挖掘评论的整体情感倾向与核心关注主题，并创新性地结合K-Means聚类算法，构建融合情感得分与主题分布的特征向量对用户进行分群。研究成功识别出六个特征鲜明的游客群体：“环境批判者”、“自然风光爱好者”、“乡村生活向往者”、“历史人文探索者”、“服务体验关注者”和“独特价值探寻者”。基于此立体化用户洞察，本研究从“产品–服务–营销–品牌”四个维度，系统提出了针对古村落文旅电商的体验优化与品牌差异化塑造策略。研究验证了文本挖掘与聚类分析在旅游用户细分中的有效性，为古村落实现精准化运营和可持续发展提供了理论与实践指导。

Abstract: Ancient villages, as significant cultural heritage sites, see their high-quality cultural tourism development playing a vital role in rural revitalization. With online travel platforms becoming primary channels for tourist consumption, online reviews have emerged as a key data source for optimizing experiences and shaping brands. This study focuses on Chinese ancient villages listed in the UNWTO’s “Best Tourism Villages” initiative, collecting 9334 tourist reviews from platforms like Ctrip. By employing sentiment analysis and LDA topic modeling to uncover overall sentiment tendencies and core discussion themes within the reviews, this research innovatively integrates the K-Means clustering algorithm. It constructs feature vectors combining sentiment scores and topic distributions for user segmentation. The study successfully identified six distinct tourist clusters: “Environmental Critics”, “Nature Enthusiasts”, “Rural Life Seekers”, “History & Culture Explorers”, “Service Experience Focusers”, and “Unique Value Seekers”. Based on this multi-dimensional user insight, the study systematically proposes strategies for experience optimization and brand differentiation for ancient village cultural tourism e-commerce across four dimensions: product, service, marketing, and branding. This research validates the effectiveness of text mining and clustering analysis in tourist segmentation and provides theoretical and practical guidance for the precise operation and sustainable development of ancient villages.