Service attributes for sustainable rural tourism from online comments: Tourist satisfaction perspective

IF 8.9 2区 管理学 Q1 HOSPITALITY, LEISURE, SPORT & TOURISM Journal of Destination Marketing & Management Pub Date : 2023-10-04 DOI:10.1016/j.jdmm.2023.100822
Jie Wu, Tong Yang
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引用次数: 1

Abstract

While there have been many tourism studies exploring business opportunities from online comments, research in the context of sustainable rural tourism is rare. In particular, practitioners involved in rural destinations are usually transformed from farmers who are relatively new to information technology and therefore unable to understand the voices of tourists in a timely and effective manner. Aiming to expand the literature on sustainable rural tourism, this study cuts from tourist satisfaction and proposes a mixed methodology to investigate insights for sustaining rural destinations from online comments. Specifically, the KMeans clustering algorithm is first utilized to discover service attributes that visitors value; then Importance-Performance Analysis (IPA), an effective satisfaction analysis tool, is adopted to understand tourist satisfaction; to develop specific sustainable strategies, using an advanced opinion extraction technique this work identified dissatisfaction factors of visitors. 5832 online comments of two adjacent rural destinations (i.e. Hongcun and Xidi) were crawled to validate the proposed methodology. Results show that five service attributes were discovered, including Natural environment, Price, Food, Hospitality, and Culture & heritage; Hongcun's Natural environment and Price require urgent measures, and its Food and Hospitality are at a competitive disadvantage compared to Xidi; detailed factors dissatisfying visitors were identified through opinion extraction technique, based on which specific sustainable strategies are generated for authorities and practitioners. By excavating business opportunities from online reviews via big data analysis and text mining techniques, the proposed methodology advances the academic understanding of promoting rural tourism.

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基于在线评论的可持续乡村旅游服务属性:游客满意度视角
虽然有许多旅游研究从网上评论中探索商机,但在可持续乡村旅游背景下的研究却很少。特别是,参与乡村旅游目的地的从业者通常是从对信息技术相对陌生的农民转变而来的,因此无法及时有效地理解游客的声音。为了扩展关于可持续乡村旅游的文献,本研究从游客满意度出发,提出了一种混合方法,从网上评论中调查可持续乡村旅游目的地的见解。具体来说,首先利用KMeans聚类算法来发现访问者所看重的服务属性;然后采用重要性绩效分析(IPA)这一有效的满意度分析工具来了解游客满意度;为了制定具体的可持续策略,本工作采用先进的意见提取技术,确定了游客的不满因素。对两个相邻农村目的地(即宏村和西递)的5832条在线评论进行了抓取,以验证所提出的方法。结果表明,发现了五个服务属性,包括自然环境、价格、食品、酒店和文化;遗产宏村的自然环境和价格亟待解决,其餐饮业与西递相比处于竞争劣势;通过意见提取技术确定了游客不满意的详细因素,并在此基础上为当局和从业者制定了具体的可持续策略。通过大数据分析和文本挖掘技术从在线评论中挖掘商机,该方法提高了学术界对促进乡村旅游的理解。
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来源期刊
CiteScore
18.60
自引率
3.60%
发文量
46
审稿时长
43 days
期刊介绍: The Journal of Destination Marketing & Management (JDMM) is an international journal that focuses on the study of tourist destinations, specifically their marketing and management. It aims to provide a critical understanding of all aspects of destination marketing and management, considering their unique contexts in terms of policy, planning, economics, geography, and history. The journal seeks to develop a strong theoretical foundation in this field by incorporating knowledge from various disciplinary approaches. Additionally, JDMM aims to promote critical thinking and innovation in destination marketing and management, expand the boundaries of knowledge, and serve as a platform for international idea exchange.
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