Study On The Evaluation Of Tourist Satisfaction In Classical Red Tourist Attractions Based On Bayesian Network Theory

As one of the characteristic industries of China's tourism,red tourism is getting hotter with tourists.The online comments are the interpretation of tourists 'experience on the spot,they represent tourists' subjective impressions and satisfaction with the scenic area,also affects the willingness to travel of potential tourists,and have certain marketing effect on tourist behavior.Therefore,analyzing tourist satisfaction of classic red scenic based on online reviews is vital.The study uses online reviews as data source to analyze visitor satisfaction in Jinggangshan,Shaoshan and Xibaipo among classic red tourist attractions of China.First,python was used to capture more than 8,000 online comments from Jinggangshan,Shaoshan,and Xibaipo,and cleaning and filtering the data.Secondly,analyzing the word frequency of online reviews,and a conceptual model of the red scenic tourist satisfaction influencing factors was established,it is based on the Grounded Theory.The model consists of "satisfaction,tourist attraction,tourism consumption,services and facilities,and tourist expectations",the five dimensions includes 15 initial categories,contains the overall experience,recommend,natural landscape,cultural landscape,red culture,room and board,tickets,facilities,transportation,service attitude,congestion,safety,environmental atmosphere,travel purpose and brand image,which are influencing factors of red tourist satisfaction;then online reviews are quantified and converted into structured data based on sentiment dictionaries,scoring criteria and dictionary of tourist satisfaction index.Finally the data is imported into SPSS Modeler,separately constructed and analysis the Tourist Satisfaction Factors Bayesian network models about Jinggangshan,Shaoshan and Xibaipo.The results show: according to the word frequency analysis,tourists are more concerned about the landscape and red culture in the classic red scenic area,but more in services and facilities in Jinggangshan and Shaoshan.A certain influencing factor of satisfaction may have some impact on other influencing factors.Therefore,in order to improve the satisfaction of classic red scenic spots,we also should pay attention to the relationship between nodes.In terms of overall tourist satisfaction,tourists are satisfied with the three red scenic spots.In terms of service attitude and environmental atmosphere,the satisfaction of Jinggangshan is relatively high;Shaoshan is slightly more satisfied with the overall experience,red culture,transportation,scenic area safety,and brand image of the scenic area.In terms of food and accommodation shopping and the degree of crowding,the tourist satisfaction of Xibaipo is relatively high.The importance ranking of the factors affecting the tourist satisfaction of the scenic spot has been studied.Both tourists from Shaoshan and Jinggangshan pay more attention to the overall experience,service attitude,room and board.Tourists of Xibaipo focus more on the experience of tourist attractions.Satisfaction of the three red classical scenic tourist possesses a downward trend.