| With China’s tourism industry experiencing rapid growth,rural tourism plays an important role in connecting cities and rural areas,fostering tourism development,boosting farmers’ incomes,promoting cultural exchange between urban and rural areas,and helping to close the development gap between urban and rural regions.It also has a positive contribution to promoting rural revitalization.Meanwhile,with the progress of network technology and the rapid development of online tourism,third-party tourism platforms have become the main tools for people to travel.Through these platforms,people can purchase tickets,inquire about travel-related information,etc.,making online tourism services become the norm for people’s travel.It is worth noting that online comment data of tourist destinations largely affects the potential tourists’ perception and impression of the target tourist destination.Online review data has been proven to be one of the important influencing factors for tourists to make travel decisions.Therefore,when studying rural tourism,sufficient attention should be paid to online comment data.In this research,at first,relevant theories and concepts required for optimizing tourist satisfaction were collected and sorted out based on the development status of Zhu Jia Jiao tourism,combining with the collection and sorting of domestic and foreign research literature and materials.Secondly,Zhu Jia Jiao rural tourism’s online comment text data was crawled on five platforms such as Ctrip and Qunar,and text preprocessing of comment data was completed by data cleaning,text segmentation,and other operations.The text comment data was studied,and the focus of tourists’attention on various aspects of Zhu Jia Jiao rural tourism was discovered through high-frequency word analysis,and the association between comment keywords was explored through social semantic network analysis.Then,the theme and corresponding characteristic words of the comment text of Zhu Jia Jiao scenic area rural tourism were confirmed,and the comments were classified according to the six elements of tourism and the current situation of Zhu Jia Jiao.Finally,the text data of tourist satisfaction was quantified.Firstly,the sentiment dictionary,denial word dictionary,and adverb dictionary were constructed.Secondly,the sentiment value of the phrase was calculated according to certain rules.The sentiment value of each phrase was calculated in a loop,and the sentiment score of the sentence was obtained by adding up the sentiment values of each phrase.Of the valid online comments,2,459 were positive,accounting for 74 percent of the total,243 were negative,and 611 were neutral.Then the tourist satisfaction of each theme was analyzed.Finally,based on a series of research and processing of Zhujiajiao online review text,six countermeasures and suggestions are put forward for the development of rural tourism in Zhujiajiao.The first suggestion is to carry forward the existing advantages,maintain the existing attraction,and maintain the important advantages of Zhujiajiao rural tourism scenic spots.The second is to standardize the management of scenic spots,orderly guide the consumption of scenic spots.The third is to strengthen the construction of service teams and optimize the construction of infrastructure.The fourth is to ensure the tourists’ catering,housing and shopping.The fifth is to build characteristic tourism and avoid excessive commercialization.The sixth is to pay attention to tourists’ online comments and enhance their willingness to come back. |
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