国家公园游憩利用区游客满意度影响因素分析

抓取国内大型旅游网站有关武夷山国家公园游憩利用区有效点评文本945条,从高频词分析、社会网络与语义网络分析和情感分析3个方面分析游客满意度的影响因素。结果表明:国家公园游憩利用区游客满意度影响因素由旅游景观、区位交通、游憩体验和管理与服务4个维度构成。游客对武夷山国家公园游憩利用区的总体满意度较高。其中,自然景观对游客的吸引力最大,但存在人文景观吸引力不足,商品价格监督管理不到位等问题。因此,在武夷山国家公园游憩利用区中,保护生态环境、建立网络互动平台和营造地域文化景观极为重要。

Analysis of Factors Affecting Tourist Satisfaction in Recreational Areas of National Parks

⑴Background——The domestic scholars focus on macro levels such as:The definition and characteristics of the national park,the purpose and significance of the establishment of the national park system and so on,while the micro level research on the stakeholders of National Park rarely appears.⑵Methods——The data python software of Octoparse is used to grab a total of 1031 online comments and 945 actual effective texts from August 15,2018 to August 15,2019 in Recreation area and utilization area of Wuyishan National Park.And the effective text is analyzed with the software of RST CM6.⑶Results——The overall satisfaction of tourists to the Recreational area of Wuyishan National Park is relatively high,of which the positive emotion accounts for 77.57%.And the middle-level emotion accounts for 9.10%.Negative emotions accounted for 13.33%,indicating that more careful management may change negative emotions into positive ones and improve the overall satisfaction of the scenic spot.The satisfaction evaluation system is composed of four dimensions:tourism landscape,location transportation,recreation experience,management and service.First of all,from the perspective of tourism landscape,more than 72%of tourists give positive comments on the quality of natural scenery and ecological environment in Wuyishan National Park Recreation Area.With the high satisfaction,however,only 14.1%of the positive comments of human landscape failed to attract the attention of tourists.There are two reasons for this condition,the first one is that tourists are not interested in cultural landscape;the other is that cultural landscape is not clearly described,so we can find that there are problems in the construction of cultural landscape in Wuyishan National Park.Besides,for location and transportation,it can be concluded that tourists are more satisfied with the infrastructure in Wuyishan National Park Recreation Area.In addition,from the view of recreation experience,the overall satisfaction of experience is better.However,it can be found that the proportion of both positive and negative evaluation of traffic experience is as high as 11.7%.It is concluded that the high temperature in summer and the long waiting time for bamboo raft affect the tour experience and cause physical fatigue.What's more,in terms of management and service,the positive comments on service and arrangement of route are higher,up to 74%,while the negative attitudes of tourism products are higher than the positive ones.Through the in-depth analysis of the satisfaction evaluation system,it is concluded that the positive attitudes of the beautifully natural environment of tourists is 88.7%.⑷Conclusions and Discussions——Through the above research,the following suggestions are put forward:The first one is to protect the ecological environment.Therefore,it's necessary to protect the natural resources from over exploitation,strengthen the environmental awareness of tourists,and promote the sustainable development of national parks.The second one is to establish a network interactive platform,which can help park manager deal with complaints or suggestions from tourists in time and improve service quality.The final one is to build regional cultural landscape and excavate regional the characteristic culture of the region to create a highly identifiable cultural landscape,which is helpful to enrich the tourist experience and improve the satisfaction of tourists.