A Study On Tourist Satisfaction Of Ancient City Tourism Based On Network Text Analysis

At present,the development of tourism market is hot,our country has entered the era of mass tourism in an all-round way,facing the broad tourism market,tourists traveling have more independent choices.As a famous historical and cultural city,the ancient city is loved by many cultural tourists.However,with the development of the ancient city,many problems have also been exposed,such as the homogeneity of product management,incomplete service functions,insufficient characteristics of scenic spots,lack of innovation of cultural and creative products,and poor performance effect of tourism,etc.,all of which have lowered the satisfaction of tourists to the ancient city.As tourists are the main body of the tourism market,whether the tourist destination can get the satisfaction and recognition of tourists is an important point for its long-term development.Tourism forms are not only an important part of the current cultural and tourism development,but also a hot topic in the current research.What kind of tourism forms can satisfy tourists has always attracted the attention of the academic circle.Therefore,based on the thinking of practical problems and from the perspective of tourists,this paper studies the tourism forms of ancient city,aiming to help ancient city timely grasp the needs of tourists and actively respond to market changes.In order to explore the influential factors of tourist satisfaction in ancient city tourism,starting from the theory of satisfaction,the theory of tourist perception and the theory of IPA analysis,this paper studies Langzhong Ancient City as a case by using the online text analysis tool,taking tourist comments from three popular websites,Ctrip,Tongcheng and Meituan.com,as the sample source.The research methods adopted in this paper include network text analysis method,literature research method,etc.The satisfaction index of tourists in ancient city tourism formats is selected from three aspects: function and characteristics of formats,integration and innovation of formats,service and management of formats,and the index weight is assigned by analytic hierarchy process,and finally the satisfaction index system of tourists in ancient city tourism formats is constructed.Through the questionnaire survey,the questionnaire on tourist satisfaction of ancient city tourism formats was collected.SPSS19.0 was used to analyze the questionnaire data.According to the importance-satisfaction data in the questionnaire on tourist satisfaction of ancient city tourism formats,the IPA model was established to further analyze the indicators within the four quadrants.The study found:(1)Tourist satisfaction of ancient city tourism forms is mainly concentrated in three aspects: function and characteristics of business forms,integration and innovation of business forms,service and management of business forms,with a total of 18 indicators.(2)The five aspects of catering with local characteristics,rich tourism commodities,sufficient historical and cultural atmosphere,rich life atmosphere of local residents,and order management of the ancient city need to be improved;Five aspects need to be improved: complete accommodation grade and type,integration of intangible cultural heritage and modern life,experience of traditional skills,environmental hygiene,and business integrity.(3)For the six aspects of convenient internal transportation,seasonal tourism products,rich categories of tourism performance products,night consumption activities,tourism consumption cost and tourism interpretation system in the advantageous development area,it is necessary to strengthen management to give full play to its competitive advantages;As for the entertainment activities and cultural creative products in the excessive effort area,the investment in this area can be appropriately reduced,and the time and energy can be shifted to other key areas.