Research On The Evaluation And Promotion Of Shaoshan Tourism Service Quality Based On Online Comments

With the rapid development of China's economy,the demand for public travel is more and more vigorous.Tourism industry is facing fierce market competition while the public travel growing rapidly.The improve of the service quality has become an inevitable requirement for the development of regional tourism and the transformation and upgrading of scenic spots.The social and network activities brought about by the Internet have changed the characteristics of consumer behavior.Online reviews have become important information reflecting customer attitudes and influencing consumer decision-making.Shaoshan,as the benchmark of red tourism in China,how to improve the service quality and enhance the development potential under the background of the times has become more and more important.This paper selects Ctrip and qunar,the two largest online travel service providers in China,to retrieve online reviews through five key words of "Shaoshan","Comrade Mao Zedong's former residence","Comrade Mao Zedong Memorial Hall","didi cave" and "China gives a Mao Zedong",and uses Octopus software to capture 4095 effective online review data,including Ctrip's effective review On 2073,there are2022 effective comments on qunari.com.On the basis of pre-processing the sample content,first extract and analyse the high-frequency feature words of the obtained text content,then compare and analyse the service attention differences between the online reviews of the two websites,and grasp the general situation of Shaoshan tourism online reviews through the above text analysis.Based on the online review data,this paper constructs the interpretation structure model of Shaoshan tourism service quality,and obtains the driving factors of its service quality,combing the relevant positive and negative overall evaluation combined with the analysis results of the model.The results show that:(1)the overall evaluation of Shaoshan's tourism service quality presents a positive emotional reflection;(2)there are differences in the evaluation criteria,product design and evaluation contents between the two websites;(3)the explanation structure model combs out 11 core categories related to Shaoshan's tourism service quality,and the reference matrix and spatial quadrant analysis show that less attention is paid to catering service,and less attention is paid to purchasing Lack of material driving force,consumer emotion is the core factor,and transportation,tour guide service and scenic spot order constitute an important drivingforce;(4)Shaoshan tourism service quality improvement suggestions start from the following five aspects: strengthen emotional connection,create a collaborative mechanism;upgrade the intelligent scenic spot,improve information communication;pay attention to food communication,strengthen food management;strictly control the service quality,establish credit management Reasonably plan routes and reduce queuing.