A Study On The Factors Influencing The Differentiation Of Hainan Yacht Tourism Experience Among Tourists

Yacht tourism,as an emerging form of coastal tourism,has become an important component of Hainan’s marine economy.The yacht tourism consumption market is greatly influenced by the external environment and has strong cyclical fluctuations.However,under the influence of the COVID-19,yacht tourism still achieved a rapid growth trend.In2021,the total number of yachts going to sea in Hainan Province reached 169000,receiving 1.13 million tourists,an increase of 49.74% and 49.87% compared to the same period in 2020,and a year-on-year increase of 74.97% and 39.82% compared to 2019(before the epidemic).The annual reception of overseas tourists exceeded one million for the first time.Due to the fact that the yacht tourism consumption market is still in its early stages,research on yacht tourism mainly focuses on yacht tourism consumption demand,market development,government management,and other fields.There is relatively little research on yacht tourism experience,which is limited by data acquisition channels.Existing research is mostly conducted through questionnaires or interviews,which may lead to problems such as one-sidedness and subjectivity in research.In addition,due to the limitations of obtaining samples through interviews and questionnaires,existing studies analyze the research subjects as homogeneous groups.However,there are significant differences in the experience of yacht tourism among the group of yacht tourists,and a lack of in-depth research on these differences will hinder a more comprehensive,clear,and accurate understanding of the yacht tourism market,thereby restricting the accurate capture and prediction of tourist preferences and decision-making behavior.This article takes tourists’ online comments on Hainan yacht tourism as the research object.Firstly,use Python to crawl the online review data on Hainan yacht tourism from Ctrip and Dianping,and establish a text database of different satisfied tourists’ online reviews on Hainan yacht tourism;Secondly,preprocess the text database with data such as text deduplication,word segmentation,and removal of inactive words,and extract the cleaned text data through TF-IDF keyword extraction and LDA topic extraction;Finally,the results of TF-IDF and LDA extraction were used to extract factors that affect the perception of yacht tourism experience,and the differences in perception among tourists with different satisfaction levels were analyzed.Research has found that the factors that affect the differences in tourists’ experience of Hainan yacht tourism are mainly concentrated in the following five aspects:(1)The difference in service experience and tourists’ perception of the experience is significant;(2)The safety and duration of project experience are of great concern to yacht tourists;(3)Whether the facilities and equipment of the yacht are complete;(4)Acceptance level of secondary consumption projects for yacht tourism experience;(5)The climate conditions of the tourist destination.This exploratory study provides new ideas for the study of yacht tourism experience,and also provides valuable references for enhancing the experience of yacht tourism.