基于网络文本分析的五台山游客满意度影响因素研究

Research on Influencing Factors of Tourist Satisfaction in Wutai Mountain Based on Online Text Analysis

摘要: 游客满意程度被看作是景区发展的一个综合性指标。五台山是汉藏佛教共存的旅游胜地、现已被列入世界遗产，其游客满意直接涉及口碑、回访与品牌的发展。文中以2021年7月~2026年4月携程网1928条用户评论作为分析材料，用八爪鱼爬虫及ROST CM6工具对所获内容进行归纳处理，再依ACSI模型的分析思路研究影响五台山旅游的各项因素。研究发现，游客的正面情绪占比为75.52%，佛教资源、专业导游、自然清凉为主要满意点；消极情绪主要源于交通不便、商业缺位、高峰时段配套不足。文章最后针对文化开发、服务制度、交通改善、商业行为提出优化建议，相关研究思路可帮助五台山提升其旅游形象，同时还适合用于同类宗教山地UGC研究。

Abstract: Tourist satisfaction is regarded as a comprehensive indicator for the development of scenic spots. As a tourist resort where Han and Zangzu Buddhism coexist and a World Heritage Site, Wutai Mountain’s tourist satisfaction is directly tied to its word-of-mouth, tourist revisits and brand development. Taking 1928 user reviews from Ctrip collected from July 2021 to April 2026 as research data, this paper sorts and processes the collected text data by adopting the Octopus web crawler and ROST CM6 software, and explores various factors affecting tourism experience of Wutai Mountain under the analytical framework of the ACSI model. The research results indicate that positive tourist sentiments account for 75.52% of all samples, with Buddhist cultural resources, professional tour guides and cool natural environment as the primary satisfaction drivers. Negative sentiments mainly arise from inconvenient transportation, insufficient commercial facilities and inadequate supporting services during tourist peaks. Finally, this paper puts forward targeted optimization suggestions covering cultural exploitation, service management systems, transportation upgrading and standardized commercial operation. The research framework proposed in this paper can help Wutai Mountain optimize its tourism image, and also serve as a reference for user-generated content (UGC) research on similar religious mountain scenic areas.