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

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.