On Tourism Service Quality Of Chimelong Safari Park Based On Internet Word Of Mouth Of Guangzhou

With the "Internet+tourism" time coming, Internet word of mouth(IWOM) gradually attract tourists and tourism enterprises. For tourists, tourism internet word of mouth(TIWOM) is the information source of travel decisions; For tourism enterprises, TIWOM is one of the important marketing strategy to meet global travel. TIWOM means that tourists in the tourism sites or review site, BBS, social networking sites, blogs, microblogging, internet instant message tools (such as QQ, MSN) network media published tourism experience opinions and views on tourist attractions and tourism products. These opinions and views may be positive, or negative, may be theirs own experience, or the experience of others. It has three characteristics:one is the tourism is a kind of online word-of-mouth network information dissemination; Secondly, the network word of mouth is a kind of informal information communication face to face; Three is a network of the spread of word-of-mouth effect are more susceptible to the influence of the uncertainty and risk.Academic circles at home and abroad on the study of TIWOM, mainly concentrated in the network word of mouth and tourist travel decisions, the relationship between the service quality of tourism, tourist marketing strategy, and the dissemination of TIWOM. Enlightenment based on these theorys, we collected the TIWOM about Guangzhou Chimelong Safari Park (CSP) from a third party platform baidu tourism, tourism sites Tuniu, Ctrip, Lvmama, Mafengwo, and tourism review site day of Tripadvisor. At the same time, we established a tourism service quality evaluation index system for the comprehensive evaluation to CSP tourist service. Through the statistical analysis to chimelong TIWOM reviews and travel notes, and on the source, content, direction, interactive presents different characteristics.TIWOM is important index to evaluate the quality of the tourism services. According to TIWOM content of each network platform, we found that the evaluation aspect of TIWOM of CSP also focused on the overall evaluation, hardware facilities, basic tourism services. And this is basically similar with tourism service quality evaluation index system of CSP in the main aspects. Study conclusion shows that the satisfaction of tourists on hardware facilities is better than tourism projects, and the attention of tourist on basic tourism services is much more than hardware facilities.From the perspective of the overall evaluation of IWOM, Guangzhou Chimelong Safari Park hardware overall is good, solid foundation and have characteristic, tourism service is "comfortable in the zoo. But, also some online comments show, tourists due to the price on the high side, the bearing capacity of the scenic area is out of control for long lung wildlife world tourism service quality complaints and questions about other aspects. Based on the tourist service quality present situation, the long lung wild animal world Internet word of mouth marketing should be:accurate positioning target tourists, and word of mouth touch bottom tourists demand; At the same time, pay attention to the offline services combined with online word of mouth, make good use of network opinion leaders build word-of-mouth network.