基于评论文本的大运河扬州段景区电商化运营的核心缺陷与优化路径——以瘦西湖、古运河为例

Core Deficiencies and Optimization Paths of E-Commerce Operation in Science Spots of the Yangzhou Section of the Grand Based on Review Text—A Case Study of Slender West Lake and Ancient Canal

摘要: 本研究以携程网上瘦西湖和古运河景点的游客评论文本，综合运用LDA主题模型与SnowNLP情感分析，从电商运营效能视角解构游客感知。研究发现，游客关注焦点集中在价值感知、文化感知、景观感知与游览体验四大主题维度，游客普遍高度认可景区的文化与景观价值，但景区服务与管理成为游客批判的重点。基于此，本研究提出重构私域电商生态、推进文旅资源电商化发展、建立全链路数字化服务闭环三条优化路径，为景区实现精细化运营与电商转型提供理论依据与实践参考。

Abstract: Based on the tourist review texts of Slender West Lake and Ancient Canal scenic spots on Ctrip.com, this study comprehensively adopts the LDA topic model and SnowNLP sentiment analysis to deconstruct tourists’ perceptions from the perspective of e-commerce operation efficiency. The research findings show that tourists’ focus is concentrated on four thematic dimensions: value perception, cultural perception, landscape perception, and travel experience. Tourists generally highly recognize the cultural and landscape values of the scenic spots, but the scenic spots’ services and management have become the focus of tourists’ criticism. Based on this, this study proposes three optimization paths: reconstructing the private domain e-commerce ecology, promoting the e-commerce development of cultural and tourism resources, and establishing a full-link digital service closed loop, so as to provide a theoretical basis and practical reference for the scenic spots to realize refined operation and e-commerce transformation.