基于大数据文本分析的云南旅游服务质量感知研究

在新冠肺炎疫情的冲击下旅游业进入寒冬，学界开始愈发关注游客自身，游客的情感特征和行为特征研究也成为重要话题。文章基于大数据技术获取赴云南旅游游客的评论数据，运用情感分析方法对游客的情感倾向和特征进行分析，了解游客对云南旅游服务质量的感知情况，最后运用可视化技术将其直观地展示出来，深度挖掘评论文本信息，探寻影响游客情感倾向的主要因素。结果表明:（1）游客产生正、负面情感评论的原因不同。（2）游客非常重视旅途中的体验感。（3）游客对不同城市的情感倾向与该城市的旅游基础特征息息相关。同时，文章从游客角度出发，试图利用旅游大数据研究游客情感偏好，通过分析游客产生正负面情感倾向的原因，为云南省旅游服务质量优化提供了思路，并提出改进建议，以期提高云南省旅游服务质量水平，推动疫情之下的旅游业回暖。

Research on the Perception of Tourism Service Quality in Yunnan based on the Big Data Text Analysis

As the Covid-19 has brought a huge impact on tourism, scholars in the field are paying more attention to tourists’ emotions and behaviors. And the two aspects have become the key topics. Based on the big data technology, this paper obtains the comment data of tourists who were visiting Yunnan, and analyzes their emotional tendency and characteristics, so as to understand the tourists' perception of the quality of tourism services in Yunnan. Then use visualization technology to display it directly, dig the comment text information in depth, and explore the main factors that affect tourists’ emotional tendency. The results show that: (1) Tourists have different reasons for positive and negative emotional comments. (2) Tourists attach great importance to the experience of the journey. (3) The emotional tendency of tourists towards different cities is closely related to the tourism characteristics of the city. Meanwhile, from the perspective of tourists, this paper attempts to use big data of tourism to study tourists’ preferences. By analyzing the causes of tourists’ positive and negative emotional tendencies, this paper provides ideas for the optimization of tourism service quality in Yunnan Province, and puts forward some suggestions for improvement. In order to improve the quality of tourism service in Yunnan Province and promote the recovery of tourism under the epidemic situation.