基于网络文本分析的古村落游客满意度研究

A Study on Tourist Satisfaction of Ancient Villages Based on Online Text Analysis

摘要: 随着古村落文旅开发不断推进，游客体验问题逐渐成为影响景区可持续发展的重要因素。本文以宏村古村落为研究对象，基于携程平台2019~2025年游客网络评论数据，通过文本挖掘与内容分析法，进行词频统计、语义网络分析与情感特征分析。研究结果表明，游客整体游览评价较好，对宏村徽派建筑风貌与山水景观认可度较高。但游客评论也集中反映出景区商业氛围偏重、日常管理不够细致、文化体验较为表层等现实短板。据此，本文结合景区实际发展现状，从文化资源、商业调控和服务管理等方面提出优化对策，可为宏村文旅品质提升及同类古村落的开发治理提供参考依据。

Abstract: With the continuous advancement of cultural-tourism development in ancient villages, tourist experience has gradually become a vital factor affecting the sustainable development of scenic spots. Taking Hongcun Ancient Village as the research object, this paper adopts tourist online review data from Ctrip covering 2019 to 2025. Using text mining and content analysis methods, it conducts word-frequency statistics, semantic network analysis and sentiment characteristic analysis. The research results show that tourists give generally positive evaluations of their visit and hold high recognition of Huizhou-style architectural features and landscape in Hongcun. Nevertheless, tourist comments also reflect prominent practical drawbacks, including excessive commercial atmosphere, inadequate daily management and superficial cultural experience. Accordingly, combined with the actual development status of the scenic spot, this paper puts forward optimization countermeasures from the perspectives of cultural resources, commercial regulation and service management. It can provide references for improving the cultural-tourism quality of Hongcun and for the development and governance of similar ancient villages.