Research On The Path To Improve The Service Quality Of Natural Scenic Spots In Jiangxi Province Based On Online Reviews And QFD

With the continuous expansion of China’s tourism market,the attention of the people to the quality of tourism is also increasing,and the pursuit of tourism quality is also constantly improving.Currently,scholars’ research on tourism quality mainly adopts the method of questionnaire survey,but the accuracy of the survey is questionable due to the rationality of its questionnaire design and the cognitive differences of the survey samples.Due to the development of the Internet,there is a large amount of tourism comment data on the internet.Compared to questionnaire data,comment data has more objective and comprehensive characteristics.How to use tourism comment data for research has gradually become a topic of concern for experts and scholars.Jiangxi Province is rich in natural tourism resources,but there is a certain gap between the attention of tourists to natural scenic spots in Jiangxi Province and other provinces of the same type.Therefore,how to improve the service quality of natural scenic spots in Jiangxi Province,in order to enhance the satisfaction of tourists to natural scenic spots in Jiangxi Province,has become the key issue of this study.In order to solve this problem,this article takes the natural tourism review data of Jiangxi Province that appears on online tourism websites such as "Ctrip","Mafengwo",and "Qunar" as the research object,and comprehensively uses research methods such as text analysis,LDA(Latent Dirichlet Allocation)model,Kano model,and QFD(Quality Function Deployment)model,Explore the path to improve the quality of natural tourism in Jiangxi Province.Firstly,this article uses the "Octopus Collector" to crawl the tourist comment data of natural tourist attractions in Jiangxi Province on tourism websites,and then uses the LDA model to extract tourist needs.Then,by constructing a Kano membership model to distinguish these needs,the Kano attributes of each tourist demand are obtained;On this basis,based on the KJ method(affinity graph method)and the national AAAA level scenic area classification standard,18 quality characteristics were identified to improve the quality of tourist services in scenic spots.The House of Quality(Ho Q)was constructed to assess the needs and quality characteristics of tourists.Subsequently,competitor analysis was conducted with Anhui and Hunan provinces to identify the quality characteristics that urgently need improvement in natural tourism in Jiangxi Province.The research results indicate that:(1)the six essential needs of scenic areas,including hygiene,infrastructure,consumption,safety facilities,transportation,and natural scenery,are essential;The five needs of service attitude,scenic area environment,scenic area climate,management level,and route identification belong to the expected type of needs;Convenience services,scenic area catering,parking services,scenic area tickets,explanation services,scenic area history,and scenic area culture are all charm oriented needs.(2)The service quality characteristics that Jiangxi Province urgently needs to improve are the beautiful environment of scenic spots,targeted services for special groups,historical and cultural promotion of scenic spots,beautiful sanitation conditions of scenic spots,services for special groups,historical and cultural promotion of scenic spots,hygiene conditions of scenic spots,reasonable ticket fees,and convenient use.Based on the above research,five suggestions are put forward for natural tourist attraction in Jiangxi Province to reduce costs for improving the quality of natural tourism in Jiangxi Province,and also for tourism in Jiangxi Province.