Analyzing Tourist Satisfaction of Rural Scenic Attractions Based on IPA Model
Wu Jiang1,2,Li Qiubei2,Hu Zhongyi1(),Liu Yang2
1Center for E-commerce Research and Development, Wuhan University, Wuhan 430072, China 2School of Information Management, Wuhan University, Wuhan 430072, China
[Objective] Based on online reviews, this paper constructs a framework for analyzing tourist satisfaction and provides a new research perspective for the sustainable development of rural tourism. [Methods] With the visitor comments about scenic areas, we built a tourist satisfaction analysis framework using the IPA model. Then, we used the unsupervised method to extract the visitors’ fine-grained attribute opinions about the scenic attractions. Third, we evaluated the visitors’ perceived emotions and the importance of different attributes with SnowNLP and XGBoost. Finally, we analyzed the satisfaction of attraction attributes with the IPA model. [Results] Empirical analysis demonstrates that the constructed framework can identify user opinions and analyze satisfaction levels for different attributes. The advantages of Hongcun scenic area include natural scenery and entertainment, which can be emphasized in promoting the area. On the other hand, consumer perception, commercialization, and tourism services need improvement. Furthermore, visitor flow, dining options, infrastructure, and scenic area management are low-priority development options that can be sequentially improved when sufficient resources are available. [Limitations] The experimental dataset has data imbalance issues in the ratings. [Conclusions] According to the analysis results of tourist satisfaction in the case study, this paper explores management and marketing strategies to promote the sustainable development of scenic areas, providing new insights into related issues in tourism.
吴江, 李秋贝, 胡忠义, 刘洋. 基于IPA模型的乡村旅游景区游客满意度分析*[J]. 数据分析与知识发现, 2023, 7(7): 89-99.
Wu Jiang, Li Qiubei, Hu Zhongyi, Liu Yang. Analyzing Tourist Satisfaction of Rural Scenic Attractions Based on IPA Model. Data Analysis and Knowledge Discovery, 2023, 7(7): 89-99.
Beard J G, Ragheb M G. Measuring Leisure Satisfaction[J]. Journal of Leisure Research, 1980, 12(1):20-33.
doi: 10.1080/00222216.1980.11969416
[2]
Pizam A, Neumann Y, Reichel A. Dimentions of Tourist Satisfaction with a Destination Area[J]. Annals of Tourism Research, 1978, 5(3): 314-322.
doi: 10.1016/0160-7383(78)90115-9
(Dong Nan, Zhang Chunhui. Study of Tourist Satisfaction in a Free Forest Park in the Context of Comprehensive Tourism: A Case of Wangshunshan in Shaanxi Province[J]. Tourism Tribune, 2019, 34(6):109-123.)
[4]
Kim J H. The Impact of Memorable Tourism Experiences on Loyalty Behaviors: The Mediating Effects of Destination Image and Satisfaction[J]. Journal of Travel Research, 2018, 57(7): 856-870.
doi: 10.1177/0047287517721369
(Dong Guanzhi, Yang Fengying. A Study on the Evaluation System of Tourist Satisfaction Degree in Tourist Areas[J]. Tourism Tribune, 2005, 20(1): 27-30.)
(Wang Enxu, Wu Chunyou. A Study on the Satisfaction of Inbound Tourism Service Quality Based on Grey Correlation Analysis[J]. Tourism Tribune, 2008, 23(11): 30-34.)
[7]
Boley B B, McGehee N G, Hammett T A L. Importance-Performance Analysis (IPA) of Sustainable Tourism Initiatives: The Resident Perspective[J]. Tourism Management, 2017, 58: 66-77.
doi: 10.1016/j.tourman.2016.10.002
[8]
Guo Y, Barnes S J, Jia Q. Mining Meaning from Online Ratings and Reviews: Tourist Satisfaction Analysis Using Latent Dirichlet Allocation[J]. Tourism Management, 2017, 59: 467-483.
doi: 10.1016/j.tourman.2016.09.009
[9]
Qi J, Zhang Z, Jeon S, et al. Mining Customer Requirements from Online Reviews: A Product Improvement Perspective[J]. Information & Management, 2016, 53(8): 951-963.
doi: 10.1016/j.im.2016.06.002
(Zhao Yang, Li Qiqi, Chen Yuhan, et al. Examining Consumer Reviews of Overseas Shopping APP with Sentiment Analysis[J]. Data Analysis and Knowledge Discovery, 2018, 2(11): 19-27.)
[11]
Hu N, Zhang T, Gao B, et al. What do Hotel Customers Complain about? Text Analysis Using Structural Topic Model[J]. Tourism Management, 2019, 72: 417-426.
doi: 10.1016/j.tourman.2019.01.002
(Li Ting, Wu Gang, Liang Lifang, et al. Post-visit Image Perception of Mount Wutai Tourism Destination Based on Online Comments[J]. Journal of Arid Land Resources and Environment, 2021, 35(8): 192-198.)
[13]
Martilla J A, James J C. Importance-Performance Analysis[J]. Journal of Marketing, 1977, 41(1):77-79.
doi: 10.1177/002224297704100112
[14]
Abalo J, Varela J, Manzano V. Importance Values for Importance-Performance Analysis: A Formula for Spreading out Values Derived from Preference Rankings[J]. Journal of Business Research, 2007, 60(2): 115-121.
[15]
Tontini G, Silveira A. Identification of Satisfaction Attributes Using Competitive Analysis of the Improvement Gap[J]. International Journal of Operations & Production Management, 2007, 27(5): 482-500.
(Sun Lingling, Hu Yanrong, Liu Hongjiu. LSTM and LDA Fusion Algorithm Analysis of Online Brand Community for Users’ Focus Hot Spots[J]. Journal of Information, 2021, 40(9): 178-186.)
(Zhou Yongbo, Wei Xiangdong, Liang Feng. Tourism Destination Image Integrated Marketing Communications: A Composite IPA Research Based on Ancient Water Towns in the Southern Yangtze River Case[J]. Tourism Tribune, 2013, 28(9): 53-60.)
(Chen Dongjie, Wang Yingxu, Guo Yanru. Research on the Experience Products Development of Forest Tour Based on Tourists' Satisfaction——Taking 49 National Forest Parks in Shandong Province as Examples[J]. Forestry Economics, 2021, 43(8): 62-79.)
(Zhang Hongmei, Lu lin. The Effect of Tourists’ Host-Guest Contact Preference on Perceived Destination Image and Tourist Satisfaction: A Case of Domestic Tourists in Yangshuo, Guilin[J]. Geographical Research, 2010, 29(6): 1129-1140.)
(Tian Kunyue. An Empirical Study of Factors that Affect Tourist Satisfaction in Scenic Areas Based on Fuzzy-IPA[J]. Tourism Tribune, 2010, 25(5): 61-65.)
[21]
Sever I. Importance-Performance Analysis: A Valid Management Tool?[J]. Tourism Management, 2015, 48: 43-53.
doi: 10.1016/j.tourman.2014.10.022
[22]
Azzopardi E, Nash R. A Critical Evaluation of Importance-Performance Analysis[J]. Tourism Management, 2013, 35: 222-233.
doi: 10.1016/j.tourman.2012.07.007
[23]
Bi J W, Liu Y, Fan Z P, et al. Wisdom of Crowds: Conducting Importance-Performance Analysis (IPA) Through Online Reviews[J]. Tourism Management, 2019, 70: 460-478.
doi: 10.1016/j.tourman.2018.09.010
(Zhou Zhi, Fang Zhengdong. Research on User Opinion Recognition Based on Dependency Syntax and Product Feature Thesaurus[J]. Information Studies: Theory & Application, 2021, 44(7): 111-117.)
[25]
Dong Y, Cheng X, Chen W, et al. A Cosine Similarity Measure for Multi-criteria Group Decision Making under Neutrosophic Soft Environment[J]. Journal of Intelligent and Fuzzy Systems, 2020, 39(5): 7863-7880.
doi: 10.3233/JIFS-201328
(Cao Rui, Liao Bin, Li Min, et al. Predicting Prices and Analyzing Features of Online Short-Term Rentals Based on XGBoost[J]. Data Analysis and Knowledge Discovery, 2021, 5(6): 51-65.)
(Gao Xiaohui, Zhou Kun, Li Lianshui. Hybrid Air Quality Early Warning System Based on XGBoost and ELM: A Case Study of Nanjing[J]. Chinese Journal of Management Science, 1-12.)
(Huang Rui, Xie Chaowu, Zhang Lingyun. Research on Tourists’ Perceived Price of Tickets and Its Influencing Mechanism: A Qualitative Comparative Analysis (fsQCA) Based on the Big Data of Tourists' Online Comments for 5A Scenic Spots in China[J]. Nankai Business Review, 1-18.)
