基于文本挖掘与关联规则分析的非遗旅游体验优化研究

Optimizing Intangible Cultural Heritage Tourism Experiences Through Text Mining and Association Rule Analysis

摘要: 在响应“十四五”文化数字化战略，研究聚焦川黔布依族非遗保护与旅游体验优化。研究以四川拉落村为核心案例并结合贵州景区数据，通过Python采集大众点评评论(n = 1305)与小程序行为记录(n = 50,814)，运用语义挖掘、情感分析及关联规则算法进行多维分析。研究发现：景观与服饰是游客满意度的核心驱动力，积极情绪占比达70.4%，但服务耗时与质量仍是主要痛点。在活动偏好上，美食与银饰制作支持度最高，但项目间关联强度较弱，反映出景区协同服务设计不足。研究结论指出，应依托数字化手段强化非遗项目的协同联动，为布依族非遗的数字化保护与景区服务优化提供实证支撑。

Abstract: Aligning with the “14th Five-Year” Cultural Digitization Strategy, this research focuses on the protection of Buyi intangible cultural heritage (ICH) and the optimization of tourism experiences in the Sichuan-Guizhou region. Taking Laluo Village in Sichuan as the core case study and integrating data from Guizhou scenic areas, the study utilized Python to collect 1,305 Dianping reviews and 50,814 mini-program behavior records. Methods such as semantic mining, sentiment analysis, and association rule algorithms were applied for multi-dimensional analysis. The findings indicate that natural scenery and ethnic attire are the core drivers of tourist satisfaction, with positive sentiment accounting for 70.4%, while service duration and quality remain primary pain points. Regarding activity preferences, traditional food and silver jewelry making received the highest support; however, the weak association between various projects suggests a deficiency in integrated service design within the scenic areas. The study concludes that digital empowerment should be leveraged to strengthen project synergy, providing empirical support for the digital preservation of Buyi ICH and the enhancement of scenic area services.