| With the rapid development of Internet technology,the traditional way of information transmission has undergone tremendous changes,especially in consumer reviews of products.At the same time,the dissemination of online word of mouth on the platform of changing the internet embodies its powerful influence and importance.In particular,online shopping,the online reviews that reflect the attitudes and views of the consumers are highly concerned and attached to the relevant institutions.Consumers choose online reviews as an important channel to understand product information before they buy products,and online reviews become an important media for potential consumers to understand products and service quality.They also provide a favorable way for enterprises to communicate with consumers,improve product quality and sales volume.In recent years,with the rapid development of the cruise industry,more and more tourists through online reviews on third party platform choose cruise travel,however,the academic circles of online reviews are mostly from the influence of online review effectiveness factors and how to influence consumer decision making,less online comments on the text analysis of the content.This is out of the ordinary place,this paper has selected seven representative cruise ships in China: Quantum of the Sea(Royal Caribbean Cruises),Lirica(MSC Cruise),Sapphire Princess(Princess Cruises),Serena(Costa Crociere),Super Star Virgo(Star Cruises),Genting Dream(Dream Cruise),Golden Era(Skysea Cruise Line),using NVivo software on the cruise company online travel in the same way on the website evaluation This paper carries out statistical analysis,and analyzes the contents of online reviews with simulation curves and network semantic analysis methods,aiming to provide reference for different cruise companies to enhance brand perceived value.The main research contents of this paper include the following aspects:(1)This paper studies the actual background,questions and significance of storytelling at home and abroad with the theme of the relevant literature,then explores the content around the imperfections in the in-depth analysis on these specific content for reference,and puts forward the research topic,according to the research ideas and research methods.(2)Analysis the factors affecting the effectiveness of online reviews,combined with the characteristics of cruise tourism,this paper selects the set with the way travel online review basis,ensure the effectiveness of online reviews;according to the research on perceived value dimensions,combined with the characteristics of cruise tourism tourists,it completes the establishment of cruise company perceived value dimension suitable for this.(3)Use NVivo software to encode online reviews,establish node through the statistical summary statistics of high frequency,high frequency of different cruise nodes,obtain the cruise company brand in common,then go on the simulation curve,get a different cruise of the "long tail word",and sum up semantic network graph with the help of Net Draw software.(4)The single factor analysis is used to analyze the satisfaction degree of tourists to different cruise brands in four aspects: cruise service,cruise business,cruise housing and cruise catering.(5)According to the cruise company perceived value dimension establishment,statement encoding of the cruise company online review text,and draw the dimensions of the perceived value of their coverage,analysis,and analysis the similarity to analyze and research content than before.(6)Through the study of high frequency words,long tail words,satisfaction,semantic network and other contents,the conclusion is drawn and the corresponding opinions are put forward for different departments.The suggestions in this paper are as follows:(1)Optimize the core image of the cruise products and try to attract the young tourists.Young tourists are often limited to income and time factors,and the introduction of short range routes with high cost performance can effectively attract new generation potential customers.(2)Improve the identification of brand image and the satisfaction level of tourists.The core comments of tourists are mainly aimed at the cruise product itself,but the frequency of brand positioning and features is less frequent,and has a significant long tail effect.(3)Improve service efficiency,reduce queuing time and enhance the perception of service value of tourists.Through frequency analysis it finds that the tourists on the cruise cruise on the overall cognition of people,queuing phenomenon is serious,mainly reflected in the word "queue","specific comments on and off queuing phenomenon too serious,the impact of tourism interest","on cruise too many people crowded on board ship to queue".These commentaries reflect tourists' need for customs clearance procedures,shorten customs clearance,waiting time and so on,which is the most direct way for cruise tourists to express their inner thoughts.With the rapid development of the Internet,the wisdom of the port on the agenda,Internet plus government is just unfolding,and encourage the liner can make full use of the network,in cooperation with the corresponding team,making artificial intelligence for cruise security,instead of the original labor security,and improve the efficiency,reduce the tourists queuing time,help to improve the cruise visitors comfort and leisure,a sense of well-being,but also the important aspects of the cruise company perceived brand value promotion.(4)From the dimension of the value of leisure and the value of cost,the attraction of the destination and the time of the activity on the shore are increased.In terms of word frequency analysis,emotional analysis or satisfaction analysis,the shore activity is a low-lying land for the cruise service in China.In high frequency words and semantic networks,the words are characterized by "Shore","compact","Haste","tense" and so on.Therefore,the cruise company through travel agency or leader and strengthen interaction,in shore activities planning,and tourism activities on the shore for quality control,such as with high quality in the cruise routes in scenic spots and tourist activities,extended shore activity time,so that visitors get the opportunity to experience the depth.Specifically,we can launch the free travel plan for tourists,arrange tours for tourists freely,and provide tour guide services according to the needs of tourists,so as to promote tours,shopping,catering,festivals and other different theme shore activities.(5)Increase the cruise routes,rich cruise products,improve the freshness of routes and the value of leisure cruise tourists perception,according to a study of the dimensions of high frequency and the perceived value of the node,that many tourists want to increase or prolong the period of flight routes,such as "love this tour,look after the other route journey" the number of potential tourists,Chinese cruise is huge,but the number of cruise routes,and General Co.,Japan and South Korea route,some tourists have participated in the cruise,you need to open up new routes to meet the needs of the faithful cruise tourists.Cruise companies can visit visitors who travel more than once,understand their needs,combine actual conditions,open up new routes,and train trainers to improve service quality.This study found that visitors comment "team leader","tour guide" and other words appear high,some tourists comments reflect leader no sense of responsibility and service enthusiasm,tour guide is not in place,guide the ability to deal with the problem is not strong,so the travel agency should strengthen the leader,guide the relevant skills training,arrange experienced strong ability and enthusiasm of the guide,so as to enhance the level of experience of tourists.(6)Improve the service quality of tourism service website,strengthen the cooperation with the cruise company,improve the satisfaction of tourists,and indirectly improve the brand perceived value of the cruise company.In the process of research,with the way travel service is also very high frequency of city node,many tourists to evaluate the cruise company,will mention the travel service website services,such as "with the way tourism website customer service is good,have patience","city service needs to be improved,but also the existence of cruise" satisfied,not satisfied with the tourism website.Strengthen the communication between the two and improve the tourist cruise experience.(7)Purchase cruise insurance,strengthen safety awareness,ensure the ability of cruise companies to deal with unexpected situations,improve tourists' perception of cruise brand image and tourists' emotional value.One of the most important factors of cruise tourism is weather conditions.Bad weather can easily affect cruise ships.Extreme weather can make the cruise seriously deviate from the route,persuade tourists to buy related insurance,and enhance safety awareness and take precautionary measures.(8)The tourist service website improves the service quality,strengthens the cooperation with the cruise company,improves the tourist satisfaction,and indirectly improves the brand perceived value of the cruise company.In the process of research,with the way travel service is also very high frequency of city node,many tourists to evaluate the cruise company,will mention the travel service website services,such as "with the way tourism website customer service is good,have patience","city service needs to be improved,but also the existence of cruise" satisfied,not satisfied with the tourism website,so in order to reach the goal of win-win,tourism website can organize employees to cooperate the cruise company to visit and study,strengthen the understanding of the various problems can cruise,perfect answer to the tourists,and post round company can also bring their own characteristics and requirements of communication and travel service website,let visitors know more about cruise,and regularly to the tourist commentary summary and analysis to improve the place to perfect,so that visitors have a better cruise experience.(9)Analyze the social value of tourists and understand the attention of tourists,and provide some reference for the design of cruise ship.With the rapid development of communication and photographic equipment,micro-blog,circle of friends become a place to show their life,upload photo tour has become a common phenomenon,and the text is more than direct influence from the tourists taking pictures often focus on where to focus on improving the cruise company facilities and design characteristics of the place,so it can reflect the out of the ordinary cruise company,and improve the attraction to tourists. |
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