邮轮游客在线评论情感表达模式探析:市场定位洞察

IF 7.3 2区 管理学 Q1 HOSPITALITY, LEISURE, SPORT & TOURISM
Xiaodong Sun , Xiulian Cao , Yui-yip Lau
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引用次数: 0

摘要

在线旅游社区的信息积累为游客提供了有用的参考,反映了游客在整个体验过程中的积极或消极情绪。目前的研究使用了超过97,000条在线评论,包括16个品牌的172艘游轮,运用情感分析来探索游客如何表达他们对邮轮体验元素和属性的看法,以及市场定位的差异。结果表明,在10个属性和50多个要素中,丰富活动属性、服务属性、健身属性和娱乐属性是积极情感表达最关键的前因变量。服务、讲座、乘务员、表演、浮潜、水疗、音乐、阳台和海滩都表现出很高的积极情感强度。在消极情感表达中,登船属性是占主导地位的属性,包括登船、登船、登船等要素。当游客表达负面情绪时,床、赌场、自助餐、食物、工作人员等元素也表现出更高的强度。在此基础上,探讨邮轮的其他属性和元素如何激发游客情感的形成。此外,还发现了游客在市场定位中的情感表达差异,为邮轮品牌定位带来了新的研究课题。本研究为深入了解游客在邮轮属性和要素层面的情感偏好,进而提升游客的邮轮体验提供了情感基础。本研究还通过建立邮轮属性/要素与情感词之间的关系,展示了情感研究的范式转变。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
Exploring cruise tourists' sentiment expression pattern from online reviews: An insight into market positioning

The accumulation of information on online travel communities provides a useful reference for tourists and reflects tourists' positive or negative sentiments during the whole experience process. Using over 97,000 online reviews, including 172 cruise ships across 16 brands, the current study applies sentiment analysis to explore how tourists express their sentiments about elements and attributes of the cruise experience and differences in market positioning. The results show that among 10 attributes and over 50 elements, attributes of enrichment activities, service, fitness, and recreation are the most pivotal antecedents of positive sentimental expression. Service, lecture, steward, show, snorkelling, spa, music, balcony, and the beach have shown high positive sentimental intensity. For negative sentimental expression, embarkation attributes, including elements of embarkation, debarkation, and disembarkation, are the dominant attribute. When tourists express negative sentiments, elements of the bed, casino, buffet, food, and staff are also exhibited higher intensity. As such, how other cruise attributes and elements stimulate the formation of tourists' sentiments is explored. Additionally, differences in tourists' sentiment expression in market positioning are identified, bringing a new research agenda to cruise brand positioning. This study provides a sentiment basis for a deep understanding of tourists' sentiment preference at cruise attribute and element levels to improve tourists' cruise experience. This study also exhibits a paradigm shift in sentiment research by establishing relationships between cruise attributes/elements and sentiment words.

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来源期刊
CiteScore
15.60
自引率
3.40%
发文量
99
审稿时长
59 days
期刊介绍: Tourism Management Perspectives is an interdisciplinary journal that focuses on the planning and management of travel and tourism. It covers topics such as tourist experiences, their consequences for communities, economies, and environments, the creation of image, the shaping of tourist experiences and perceptions, and the management of tourist organizations and destinations. The journal's editorial board consists of experienced international professionals and it shares the board with Tourism Management. The journal covers socio-cultural, technological, planning, and policy aspects of international, national, and regional tourism, as well as specific management studies. It encourages papers that introduce new research methods and critique existing ones in the context of tourism research. The journal publishes empirical research articles and high-quality review articles on important topics and emerging themes that enhance the theoretical and conceptual understanding of key areas within travel and tourism management.
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