| The development of China's tourism industry has experienced three stages of resource-oriented,market-oriented and product-oriented,and has now entered the image-oriented and custom-oriented stage.The Royal Caribbean International Cruises Quantum has been favored by tourists since it set sail in Shanghai in 2015.In recent years,with the continuous introduction of preferential policies and guidance to encourage the development of cruise ships,the improvement of the service quality of the Ocean Quantum Cruise has been under significant pressure of transformation and upgrading.Starting from the perspective of tourists,this article conducts research in accordance with the design process of sample collection,sample processing,word frequency statistics and analysis,semantic analysis,construction and quantification of emotional index,satisfaction analysis by searching for the online reviews of tourists on the Ocean Quantum Cruise from 2016 to 2019.Among them,the collection of online text data comes from the representative Ctrip.com,and it has been screened to obtain 4539 valid online tourists reviews.The content analysis method has been used to obtain “catering”,“accommodation”,“shore travel”,“Entertainment” and“leader” 5 first-level indicators under which 15 second-level indicators are classified.Through the data analysis of each indicator,the following conclusions are drawn:Firstly,the service quality of cruise tourism improves the level of satisfaction among tourists in various indicators,and is the “most satisfied” part of the evaluation of various satisfaction indicators.Secondly,the service quality of cruise guides has lowered the overall service quality of cruise tourism.Tourists' “unsatisfaction” mainly comes from the guides' focus on merchandising and sales but ignoring destination explanations.Thirdly,tourists are“very satisfied” with the accommodation environment on the cruise.Both the overall environment of the guest rooms and the sanitary cleaning of the guest rooms have been recognized by tourists,and the satisfaction with foreign waiters is higher.Fourthly,tourists are very dissatisfied with duty-free shopping stays and attractions itinerary arrangements.Although tourist satisfaction has improved since 2017,it still fails to meet the tourist's perception requirements,resulting in tourists' satisfaction with excursion always at the lowest level.This article pays special attention to and analyzes the three major issues of “cruise leader”,“cruise entertainment” and “order management” that need to be improved in cruise tourism satisfaction.In 2018 and 2019,the important role of tourist leader in cruise tourism has improved,the service attitude of the leader has been generally recognized by tourists,but the level of professionalism fluctuates greatly,reflecting the uneven quality of the leader.Tourists' evaluation of cruise entertainment(especially performances)is high,and their satisfaction is second only to the overall service quality level of cruise ships.However,the satisfaction evaluation of cruise entertainment projects is generally not high,mainly reflected in the high proportion of paid items and the waiting time of the free project is too long,especially the leisure projects that are suitable for the elderly tourists are not many,which is related to the different consumption habits of Chinese and foreign tourists.The satisfaction of order management is slightly higher than the satisfaction of excursion which is the second important sign of tourists' dissatisfaction.The main problems are the excessive number and the uneven quality of tourists.In particular,the elderly tourists and children tourists are high in two directions and two levels,which makes it difficult to control and meet order management and service requirements.In order to promote the healthy and sustainable development of cruise tourism,based on the research results above,this article puts forward suggestions from several aspects,such as shore travel route planning,visitor order management,service reform and innovation,leadership training,benefit-sharing mechanism,product promotion,tourist personal constraints,and schedule communication arrangements. |
