Research On Influencing Factors Of Online Product Reputation Of Rizhao Yujiale

Rizhao Yujiale tourism has developed for more than 20 years,attracting many tourists with its unique fisherman's customs and folk culture,and becoming a new choice for more fishermen to start their own business.Although the Yujiale tourism products have been trying to update for many years,due to the traditional concept and business model,the product upgrading is slow,and the contradiction between the lack of innovation of Yujiale and the new changes of tourists' demand is increasingly prominent,which affects the product reputation.With the rapid development of sharing economy and Internet technology,the number of Rizhao Yujiale products which make network operation come true through online short rent platform,is on the rise.Online short-term rent breaks the limitation of both time and space,and the product reputation shows the characteristics of high-speed and boundless communication.The negative impact of low reputation products on the tourism ecosystem is prominent,and the online reputation of Yujiale products needs to be improved.On the basis of literature analysis,this paper makes a comprehensive empirical study on the characteristics and influencing factors of online word-of-mouth of Rizhao Yujiale products by using quantitative analysis and qualitative analysis.Based on the consumer purchase decision theory,trust theory and customer satisfaction theory,from the perspective of consumer purchase decision,this paper measures online word-of-mouth from three dimensions : product comment quantity,score and evaluation content,takes product price,location,facilities,room type,etc.as the research factor of word-of-mouth,combines the high-frequency vocabulary extraction and poor evaluation summary of tourist evaluation content,and deeply excavates the influential products.The key factors of word-of-mouth are as follows:With regard to price information,the most popular price range among tourists is 98-128 yuan,followed by 129-158 yuan;product price is not the dominant factor of purchase decision of Yujiale tourists,and there is no significant correlation between price and online reputation of Rizhao Yujiale;connecting discount and discount strength can significantly affect product reputation,and reasonable use of connecting discount can extend the stayings of tourists and stimulate tourism demand of tourists.As to location information,compared with traditional Yujiale,online Yujiale shows the characteristics of horizontal and vertical extension in spatial distribution;the distance between online products of Rizhao Yujiale and Forest Park,Renjiatai reef Park and ocean influences online reputation;the most influential factor on product comment quantity is Renjiatai reef Park,and the most significant factor is forest park.As for the product facilities,the analysis shows that the problems of imperfect infrastructure and low hardware facilities configuration still exist in Rizhao Yujiale;in the actual operation,the facilities that have the greatest impact on the network reputation are fire extinguishers,followed by free parking,kitchen facilities and surrounding facilities within 500 m.As for the house type information,the biggest impact on the product reputation is the size of bed type 2,followed by the construction area;Rizhao Yujiale online products are mainly double beds and three rooms,but compared with standard accommodation products,the construction area is seriously smaller.Finally,among other factors,the effect of super praise landlord on online word of mouth is the most significant;the number of product pictures on word of mouth is second only to that of super praise landlord;high reputation products have distinct naming rules,and the products named by fisherman,sea and distance account for the highest proportion.This paper studies the influencing factors of online word-of-mouth based on the Rizhao Yujiale products from tujia.com,which makes up for the lack of empirical analysis of online word-of-mouth in the relevant research of Rizhao Yujiale.At the same time,based on the analysis of the influencing factors of word-of-mouth,this paper puts forward the marketing strategy of Yujiale online products and the optimization strategy of online short rent platform interface,which provides the data support and theoretical basis for the scientific development of Yujiale,and points out the reference direction for the transformation and upgrading of Rizhao Yujiale and the improvement of service ability of short rent platform.