| 李 享,侯胜田,李艺清.基于内容分析法的森林康养基地消费者评价研究[J].林业调查规划,2022,47(6):167-172 |
| 基于内容分析法的森林康养基地消费者评价研究 |
| Consumer Evaluation of Forest Wellness Base Based on Content Analysis |
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| DOI： |
| 中文关键词: 森林康养基地 消费者评价 内容分析法 词频分析 社会网络分析 情感分析 营销方案 |
| 英文关键词: forest wellness base consumer evaluation content analysis word frequency analysis social network analysis sentiment analysis marketing program |
| 基金项目:2020年北京中医药大学校级科研纵向发展基金项目. |
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| 中文摘要: |
| 以携程旅行网2016—2020年45家森林康养基地的13 952条评价作为数据来源，分析点评的满意度，并采用ROST CM6进行词频分析、社会网络分析和情感分析。结果表明，消费者评价内容与中国森林康养发展现状相符，消费者对基地各方面建设的关注程度有差异，评价内容主要围绕森林、爬山、空气等方面展开且满意度较高，其他方面提及较少且满意度较低。提出宣传森林康养知识，增强公众消费意愿；提升森林环境质量，注重森林康养体验；明确客源市场需求，优化基地营销方案等森林康养基地建设发展建议。 |
| 英文摘要: |
| This paper analyzed the satisfaction of reviews based on the data of 13 952 evaluations of 45 forest wellness bases from 2016 to 2020 on Ctrip, and used ROST CM6 for word frequency analysis, social network analysis and sentiment analysis. The results showed that the content of consumer evaluation was in line with the current situation of domestic forest wellness development, and the degree of consumer concern for the construction of the base was different, and the evaluation content mainly focused on forest, mountain climbing and air with high satisfaction, but less mention and low satisfaction in other aspects. This paper suggested to publicize forest wellness knowledge, enhance the public willingness to consume, improve the quality of forest environment, pay attention to forest wellness experience, clear source market demand and optimize the base marketing program. |
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