Service Quality Evaluation Of Xiangshawan Tourist Attraction In Inner Mongolia Based On Network Text Analysis

Since the reform and opening up,China’s economy has been on a path of rapid development.After the 19 th National Congress,China’s economic development has entered a new era,shifting from "high-speed growth" to "high-quality development",and the main contradictions in China’s society have changed,From the contradiction between the growing material and cultural needs of the people and backward social production to the contradiction between the growing needs of the people for a better life and imbalanced and insufficient development.Tourism is an indispensable industry for people to meet the needs of a better life.In order to meet the high-quality development of tourism,improving the service quality of tourist attraction has become the top priority.However,the domestic research on the service quality of tourist attraction is still relatively imperfect,especially in the evaluation system.The current evaluation system does not perfectly match the actual situation of domestic scenic spots.In the context of high-quality development promoted by the Internet,the subjective evaluation of tourist attraction by tourists on the Internet has become the most direct data source to study the service quality of scenic spots.In this paper,Xiangshawan tourist attraction,a representative tourist attraction in Inner Mongolia,is selected as the research object,and Ctrip Travel,Mafengwo,and Dianping.com,well-known domestic tourism websites,are used as data sources.Online reviews of scenic spots are retrieved through keywords such as "Xiangshawan tourist attraction",and netizens’ comments on Xiangshawan scenic spot in the past five years are captured using octopus software,of which 3784 are original review data,After processing,there are 3702 available data,with a total of over 400000 words.According to the Grounded theory,the three-level coding analysis of all review texts is carried out.Based on Brady&Cronin’s threedimensional multi-step composite structure model,combined with the actual characteristics of Xiangshawan,the service quality evaluation index system for the scenic spot is obtained.Finally,according to the Likert scale method,the comments are processed with data,and the overall evaluation results of the service quality of the scenic spot are obtained with the help of IPA analysis method.Combined with the characteristics of the scenic spot,suggestions for improvement are put forward.The results show that the service quality evaluation system of Xiangshawan tourist attraction in Inner Mongolia includes three first level indicators,namely,the environmental quality of the scenic spot,the quality of service facilities,the quality of personnel service,and the corresponding25 second level indicators.The following results can be obtained through data analysis: 1.The overall evaluation score of service quality of Xiangsha wan tourist attraction in Inner Mongolia is 4.38,which is at a high level as a whole;2.The scenic spots and entertainment items of Xiangshawan tourist attraction in Inner Mongolia are relatively rich,but the service attitude,service skills and other soft aspects of the staff in the scenic spot are still insufficient;3.There are three characteristic indicators in Xiangsha wan tourist attraction,Inner Mongolia,including the variety and characteristics of dishes,explanation services,and the arrangement and layout of tourist routes.The service quality evaluation index system of Xiangshawan tourist attraction in Inner Mongolia based on online text in this paper will help the tourist attraction in Xiangshawan in Inner Mongolia to optimize and upgrade the tourism environment,facilities construction,personnel services,etc.,and at the same time make some theoretical contributions to the research on tourism service quality of similar scenic spots in other provinces and cities.