| With the rapid development of China’s economy and the rapid rise of tourism,duty-free shopping tourism,as an important part of tourism,is highly valued by tourists and the government.In March 2011,Hainan became the first island in China and the fourth in the world to implement a duty-free policy for leaving the island.With the deepening reform of the construction and development of Hainan’s free trade port,Hainan’s duty-free policy has been gradually improved and implemented,which provides unprecedented new opportunities for the development of Hainan’s duty-free industry However,there is still a large gap between the actual effect of the implementation of Hainan’s duty-free policy and the expected value,and there is still room for improvement.IIn particular,tourists’ demand for duty-free shopping is gradually increasing,and studying how to improve tourists’ duty-free shopping experience can help promote the high-quality development of Hainan’s duty-free tourism.With the advent of the web 2.0 era,especially the emergence of new sharing social media platforms with interactive search not only provides new information support for the tourism industry,but also brings online tourism service models and IWOM databases based on real users’ content sharing,which provide a lot of convenience for tourism planning and tourists’ travel recommendations.Nowadays,people rely more and more on online information in their travel choices,so it is important to analyze the online texts of tourist destinations to understand the needs and expectations of tourists.This thesis takes the duty-free shopping tourism destination of Hainan Free Trade Port as the main research area,and uses the tourists’ comments shared by social media as the data source to analyze what tourists focus on for duty-free shopping tourism in Hainan.Based on theories such as "push-pull","cognitive-emotional" and "perceived value theory of tourism",high-frequency word count using Python crawling data and Jieba word splitting,analyzing the travel motives,consumption behavior strategies and consumption preferences of duty-free shopping tourists in Hainan;Sentiment analysis of the collected information using Snow NLP to obtain tourists’ satisfaction with duty-free shopping destinations.And the LDA thematic model is used to derive in more detail the perceived image that affects the duty-free shopping tourism destination in Hainan.The research results show that:(1)the basic characteristics of duty-free shopping tourists in Hainan are derived from the descriptive statistical analysis of the information of some modules of the crawled data.The analysis shows that the source areas are concentrated in North China,Northeast China,Southwest China and East China;the highest percentage of family-based travel groups.(2)The consumption preferences of duty-free shopping tourists in Hainan mainly focus on duty-free goods such as cosmetics,skin care products,watches and bags,and consumers are more favorable to the unique food and natural resources of duty-free shopping destinations.(3)Visitors’ experience of duty-free shopping tourism in Hainan is pleasant and satisfaction is relatively high,but the proportion of neutral emotions is not low and visitors’ satisfaction still needs to be improved.(4)The LDA model is used to obtain clear thematic clusters from them and analyze the main factors influencing the image perception of duty-free shopping tourism in Hainan: price,service,environment,and category.Based on the above conclusions,and on the basis of exploring the current situation of the development of duty-free shopping tourism market in Hainan FTT,three development strategies are proposed from the perspective of tourism management departments and enterprises: firstly,reforming and promoting the marketing strategy of duty-free shopping tourism in Hainan,secondly,diversifying and improving the service quality of duty-free goods,and thirdly,improving the management of duty-free shopping tourism destinations in Hainan. |
