How do different ski resort attributes affect skiers' positive sentiments? Evidence from China

IF 8.9 2区管理学 Q1 HOSPITALITY, LEISURE, SPORT & TOURISM

Journal of Destination Marketing & Management Pub Date : 2025-03-12 DOI:10.1016/j.jdmm.2025.100998

Haibin Xu , Yan Fang , Yiyi Jiang , Chengyi Jiang , Xujia Huang

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引用次数: 0

Abstract

Understanding how ski resort attributes specifically influence positive sentiments is crucial for improving the skiing tourism experience. In this study, a framework is developed to explore the relationship between visitors' positive sentiments and the intrinsic attributes of different types of ski resorts. First, the BERT model is used to carefully evaluate the subtle differences in positive sentiments expressed by skiers at various ski resorts. The ski resort attribute evaluation indicators are subsequently constructed based on multisource big data. Finally, a random forest model is used to analyze the complex relationships between skiers' positive sentiments and the diverse attributes of ski resorts. By defining partial dependence plots, this study elucidates the key factors that influence skiers' positive sentiments at different types of ski resorts. This research, which focuses on 251 outdoor ski resorts in China, reveals the varying contributions of different ski resort attributes to skiers’ positive sentiments. These findings are crucial for improving overall visitor experience, satisfaction, loyalty, and the likelihood of return visits, thereby promoting the sustainable development of snow and ice tourism.

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来源期刊

Journal of Destination Marketing & Management Multiple-

CiteScore

18.60

自引率

3.60%

发文量

审稿时长

43 days

期刊介绍： The Journal of Destination Marketing & Management (JDMM) is an international journal that focuses on the study of tourist destinations, specifically their marketing and management. It aims to provide a critical understanding of all aspects of destination marketing and management, considering their unique contexts in terms of policy, planning, economics, geography, and history. The journal seeks to develop a strong theoretical foundation in this field by incorporating knowledge from various disciplinary approaches. Additionally, JDMM aims to promote critical thinking and innovation in destination marketing and management, expand the boundaries of knowledge, and serve as a platform for international idea exchange.