| In recent years,with the development of tourism and the Internet,tourism virtual communities have made considerable progress.Due to the diversity and convenience of products and services in tourism virtual community,such as the Online Travel Agent,more and more tourists are willing to book tourism products and services online.At the same time,because of the function development of comment messages and travel notes in the tourism virtual community,tourism online word-of-mouth emerged as the times require.Online reviews of tourism products issued by tourists in tourism virtual communities are the real feelings of tourists after traveling.They directly reflect tourists' satisfaction with tourism products,services and infrastructure related to tourism virtual communities and tourist destinations.It provides an important basis for the management and service promotion of tourism virtual community and tourism destination,by studying the online comment content of tourism destinations and analyzing the online word-of-mouth of tourism districts,both in tourism virtual community.It has important practical significance and research value.This paper which selects Sanqing Mountain as the research object,analyzes the online word-of-mouth of Sanqing Mountain in the tourism virtual community,by choosing the related online word-of-mouth texts of Sanqing Mountain from the Ctrip website and the Tongcheng website,using the literature analysis method,the network investigation method and the grounded theoretical qualitative research method,and with the help of Nvivo 11.0 qualitative analysis software.On the premise of three-level coding,this paper analyzes the overall characteristics and differences of the content of Sanqing Mountain tourism online word-of-mouth,and explores the positive and negative online word-of-mouth of Sanqing Mountain respectively.In this analysis process,five main categories are drawn: overall evaluation,loyalty(including recommendation intention,revisiting intention),tourism experience(including aesthetic experience,emotional experience),scenic spot management and service(including ticket service,scenic spot service,scenic spot management,scenic spot traffic,scenic spot facilities,scenic spot catering,scenic spot accommodation),tourism landscape(including natural landscape,human landscape).It forms an impact mechanism model of tourism online word-of-mouth,which is composed of four core dimensions named core attraction,action factor,regulation factor and tourist behavior.And Sanqing Mountain tourism online word-of-mouth factors and scenic area management problems are found from it.Finally,taking the core dimension and the sub-dimensions of the main category as indicators,this paper puts forward three suggestions for the construction of Sanqing Mountain scenic spot: attaching importance to online word-of-mouth marketing in tourism virtual community,enhancing online platform services to enhance tourists' loyalty,improving product design to optimize the content of online word-of-mouth communication,and insisting on the tourism infrastructure and supporting facilities for Sanqing Mountain scenic spot at night.We should build smart scenic spots,enhance the service ability of tourists in peak period,improve self-service of tourists,and strengthen the management and supervision of scenic spots. |
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