基于ISM和在线评论的汤山温泉顾客满意度研究
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摘要
温泉旅游迅速发展,引起了国内旅游学术研究的广泛关注,基于网上评论,数据驱动研究温泉顾客满意度和消费体验问题是一种新的模式。本文以南京汤山温泉度假区为例,基于来自携程和去哪儿网上的顾客评论数据,利用扎根理论对评价文本进行编码和范畴化,最后抽取出消费者情感、感知价值、目标人群、特色资源等11个温泉顾客满意度的影响因素。结合ISM和MICMAC方法进一步探索这些影响因素间的影响关系,构成温泉顾客满意度层次结构模型,揭示了提高满意度的影响路径和方法,为温泉旅游的发展提供有效的建议。
With the increasing popularity of leisure tourism,hot springs tourism has gradually become an important presence as a scarce resource for both tourism and leisure.China has hot spring resources and a broad market developing rapidly everywhere.However,due to immature development models and blind investments by tourism developers,the development of hot spring tourism has exposed many problems.How to improve customer satisfaction becomes an urgent problem to be solved.Researches on hot spring tourism in China lack a comprehensive understanding of perceived factors and perceptions of tourists' satisfaction.There is a lack of quantitative analysis tools to further consider the influence relationship between factors.In addition,the current researches on the satisfaction of destination tourists do not take the characteristics of hot spring tourism into account,nor can it reflect the tourist's perception and evaluation of hot spring tourism scientifically and effectively.Based on the above management practice and theoretical research needs,the customer satisfaction theory is taken as the research basis,and the tourist satisfaction of hot spring tourism is discussed from the perspective of hot spring tourists.Taking Tangshan Hot Spring in Nanjing as a case study,firstly,online review data was used to mine the factors affecting the satisfaction of hot spring tourists.Based on the grounded theory analysis of the review texts,the concept of the consumer is extracted and categorized,forming a systematic list of influencing factors and their impact on the satisfaction of tourists.On this basis,the interpretative structural model was used to discover relationships between these factors and determine the level of factors and the path of influence on satisfaction.Then the MICMAC method was used to classify and analyze the factors in the model,eliminating the factors that are not related to the system,and finally determining the customer satisfaction model.The results show that the model contains 11 influencing factors,some of which rarely appear in the previous hot spring literature,such as"special resources","target consumers",and "consumption emotion".It is found that the correlation between "price"and system is very small,and consumers are not sensitive to"price".In addition,the"target consumers"is the core of the system,and it provides the only way to transfer the impact from the lower to the higher levels.As for practical significance,hot spring managers are supposed to improve the environment quality and dig out specialties,conduct accurate marketing and focus on customers' experience and emotion.The paper's results reveal the path and methods of improving the satisfaction,and provide effective suggestions for the development of hot spring tourism.
With the increasing popularity of leisure tourism,hot springs tourism has gradually become an important presence as a scarce resource for both tourism and leisure.China has hot spring resources and a broad market developing rapidly everywhere.However,due to immature development models and blind investments by tourism developers,the development of hot spring tourism has exposed many problems.How to improve customer satisfaction becomes an urgent problem to be solved.Researches on hot spring tourism in China lack a comprehensive understanding of perceived factors and perceptions of tourists' satisfaction.There is a lack of quantitative analysis tools to further consider the influence relationship between factors.In addition,the current researches on the satisfaction of destination tourists do not take the characteristics of hot spring tourism into account,nor can it reflect the tourist's perception and evaluation of hot spring tourism scientifically and effectively.Based on the above management practice and theoretical research needs,the customer satisfaction theory is taken as the research basis,and the tourist satisfaction of hot spring tourism is discussed from the perspective of hot spring tourists.Taking Tangshan Hot Spring in Nanjing as a case study,firstly,online review data was used to mine the factors affecting the satisfaction of hot spring tourists.Based on the grounded theory analysis of the review texts,the concept of the consumer is extracted and categorized,forming a systematic list of influencing factors and their impact on the satisfaction of tourists.On this basis,the interpretative structural model was used to discover relationships between these factors and determine the level of factors and the path of influence on satisfaction.Then the MICMAC method was used to classify and analyze the factors in the model,eliminating the factors that are not related to the system,and finally determining the customer satisfaction model.The results show that the model contains 11 influencing factors,some of which rarely appear in the previous hot spring literature,such as"special resources","target consumers",and "consumption emotion".It is found that the correlation between "price"and system is very small,and consumers are not sensitive to"price".In addition,the"target consumers"is the core of the system,and it provides the only way to transfer the impact from the lower to the higher levels.As for practical significance,hot spring managers are supposed to improve the environment quality and dig out specialties,conduct accurate marketing and focus on customers' experience and emotion.The paper's results reveal the path and methods of improving the satisfaction,and provide effective suggestions for the development of hot spring tourism.
引文
[1]郑旗,钟家雨,郑焱.基于产业链视角的温泉旅游开发研究---以灰汤国际温泉度假区为例[J].经济地理,2013,(8):177-182.
[2]Kapczyński A,Szromek A R.Hypotheses concerning the development of Polish spas in the years 1949-2006[J].Tourism Management,2008,29(5):1035-1037.
[3]Luo Qian,Fu Hong,Chen Hong.The problems and countermeasures in the exploitation of hot spring tour in Sichuan[J].Soft Science,2004.
[4]王艳平,王捷.温泉开发的策划与规划:构筑旅游与休闲的温泉世界[M].东北财经大学出版社,2009.
[5]王华,彭华.温泉旅游开发的主要影响因素综合分析[J].旅游学刊,2004,19(5):51-55.
[6]王艳平.温泉移动及大温泉旅游度假建设---兼论熊岳温泉开发[J].旅游学刊,2010,25(2):79-83.
[7]罗谦,傅红,陈红.四川地区温泉旅游度假地开发的问题与对策[J].软科学,2004,18(2):62-65.
[8]韩国圣,黄跃雯,徐唯正.日本温泉保养地管理及对中国的启示[J].资源科学,2015,37(8):1598-1608.
[9]Chen Kuanyu.Improving importance-performance analysis:the role of the zone of tolerance and competitor performance.The case of Taiwan's hot spring hotels[J].Tourism Management,2014,40:260-272.
[10]栾桢,姜若愚,宋秩宇.温泉旅游竞争力影响因子分析及测评[J].旅游研究,2011,3(2):7-10.
[11]Deng Weijaw.Using a revised importance-performance analysis approach:The case of Taiwanese hot springs tourism[J].Tourism Management,2007,28(5):1274-1284.
[12]Chen Kaunghua,Liu Hsiouhsiang,Chang Fenghsiang.Essential customer service factors and the segmentation of older visitors within wellness tourism based on hot springs hotels[J].International Journal of Hospitality Management,2013,35:122-132.
[13]Hsieh Lingfeng,Lin Lihung,Lin Yiyin.A service quality measurement architecture for hot spring hotels in Taiwan[J].Tourism Management,2008,29(3):429-438.
[14]汪纯孝,温碧燕,姜彩芬.服务质量、消费价值、旅客满意感与行为意向[J].南开管理评论,2001,4(6):11-15.
[15]顾敏艳,刘枭.中国温泉旅游研究现状与趋势[J].旅游论坛,2013,6(2):17-23.
[16]游客满意度指数课题组.游客满意度测评体系的构建及实证研究[J].旅游学刊,2012,27(7):74-80.
[17]田坤跃.基于Fuzzy-IPA的景区游客满意度影响因素的实证研究[J].旅游学刊,2010,25(5):61-65.
[18]胡田,郭英之.旅游消费者在线购买旅游产品的信任度、满意度及忠诚度研究[J].旅游科学,2014,28(6):40-50.
[19]焦明宇.基于顾客价值的经济型酒店顾客满意度测评研究[J].旅游学刊,2014,29(11):80-86.
[20]付业勤,王新建,郑向敏.基于网络文本分析的旅游形象研究---以鼓浪屿为例[J].旅游论坛,2012,5(4):59-66.
[21]赵鹏宇,刘慧敏.基于网络评论的温泉景点服务质量分析---以山西北合索温泉为例[J].厦门理工学院学报,2016.24(4):54-60.
[22]Glaser B,Strauss A.The discovery grounded theory:Strategies for qualitative inquiry[M].Chicago,Aldin,1967.
[23]陈向明.扎根理论的思路和方法[J].教育研究与实验,1999(4):58-63.
[24]Sage A P.Methodology for large scale systems[M].New York:McGraw-Hill,1977.
[25]柴小青.应用解释性结构模型建立评价指标体系的递阶结构[J].中国管理科学,1997,V(4):60-64.
[26]Duperrin J C,Godet M.Methode de hierarchisation des elements d′un systeme[R].Rapport Economique du CEA,1973:41-45.
[27]Havlena W J,Holbrook M B.The varieties of consumption experience:Comparing two typologies of emotion in consumer behavior[J].Journal of Consumer Research,1986,13(3):394-404.
[28]Zhang Wen,Dun Xuefei.Study on image perception of mainland tourists to Taiwan---based on content analysis of online travels[J].Journal of Beijing International Studies University,2010.
[29]Wu Hungche,Ai Chihan,Yang Leijiao.A study of revisit intentions,customer satisfaction,corporate image,emotions and service quality in the hot spring industry.[J].Journal of China Tourism Research,2015,11(4):371-401.
[30]Zeithaml V A.Consumer perceptions of price,quality,and value:A means-end model and synthesis of evidence[J].Journal of Marketing,1988,52(3):2-22.
[31]王宗水,赵红,秦绪中.我国家用汽车顾客感知价值及提升策略研究[J].中国管理科学,2016,24(2).
[32]Qureshi M N,Kumar D,Kumar P.An integrated model to identify and classify the key criteria and their role in the assessment of 3PL services providers[J].Asia Pacific Journal of Marketing&Logistics,2008,20(2):227-249.
[33]施亮,鲁耀斌,杨水清.感知一致性对消费者移动购物行为的影响:基于Web-移动的跨渠道视角[J].中国管理科学,2017(4):70-77.
[34]Attri R,Grover S,Dev N.An ISM approach for modelling the enablers in the implementation of Total Productive Maintenance(TPM)[J].International Journal of System Assurance Engineering&Management,2013,4(4):313-326.
[35]Warfield J N.Developing interconnection matrices in structural modeling[J].IEEE Transactions on Systems Man&Cybernetics,2010,SMC-4(1):81-87.
[36]宋志国,王万桥.基于ISM模型的中小企业知识产权托管影响因素研究[J].系统科学学报,2016(3):77-80.
[2]Kapczyński A,Szromek A R.Hypotheses concerning the development of Polish spas in the years 1949-2006[J].Tourism Management,2008,29(5):1035-1037.
[3]Luo Qian,Fu Hong,Chen Hong.The problems and countermeasures in the exploitation of hot spring tour in Sichuan[J].Soft Science,2004.
[4]王艳平,王捷.温泉开发的策划与规划:构筑旅游与休闲的温泉世界[M].东北财经大学出版社,2009.
[5]王华,彭华.温泉旅游开发的主要影响因素综合分析[J].旅游学刊,2004,19(5):51-55.
[6]王艳平.温泉移动及大温泉旅游度假建设---兼论熊岳温泉开发[J].旅游学刊,2010,25(2):79-83.
[7]罗谦,傅红,陈红.四川地区温泉旅游度假地开发的问题与对策[J].软科学,2004,18(2):62-65.
[8]韩国圣,黄跃雯,徐唯正.日本温泉保养地管理及对中国的启示[J].资源科学,2015,37(8):1598-1608.
[9]Chen Kuanyu.Improving importance-performance analysis:the role of the zone of tolerance and competitor performance.The case of Taiwan's hot spring hotels[J].Tourism Management,2014,40:260-272.
[10]栾桢,姜若愚,宋秩宇.温泉旅游竞争力影响因子分析及测评[J].旅游研究,2011,3(2):7-10.
[11]Deng Weijaw.Using a revised importance-performance analysis approach:The case of Taiwanese hot springs tourism[J].Tourism Management,2007,28(5):1274-1284.
[12]Chen Kaunghua,Liu Hsiouhsiang,Chang Fenghsiang.Essential customer service factors and the segmentation of older visitors within wellness tourism based on hot springs hotels[J].International Journal of Hospitality Management,2013,35:122-132.
[13]Hsieh Lingfeng,Lin Lihung,Lin Yiyin.A service quality measurement architecture for hot spring hotels in Taiwan[J].Tourism Management,2008,29(3):429-438.
[14]汪纯孝,温碧燕,姜彩芬.服务质量、消费价值、旅客满意感与行为意向[J].南开管理评论,2001,4(6):11-15.
[15]顾敏艳,刘枭.中国温泉旅游研究现状与趋势[J].旅游论坛,2013,6(2):17-23.
[16]游客满意度指数课题组.游客满意度测评体系的构建及实证研究[J].旅游学刊,2012,27(7):74-80.
[17]田坤跃.基于Fuzzy-IPA的景区游客满意度影响因素的实证研究[J].旅游学刊,2010,25(5):61-65.
[18]胡田,郭英之.旅游消费者在线购买旅游产品的信任度、满意度及忠诚度研究[J].旅游科学,2014,28(6):40-50.
[19]焦明宇.基于顾客价值的经济型酒店顾客满意度测评研究[J].旅游学刊,2014,29(11):80-86.
[20]付业勤,王新建,郑向敏.基于网络文本分析的旅游形象研究---以鼓浪屿为例[J].旅游论坛,2012,5(4):59-66.
[21]赵鹏宇,刘慧敏.基于网络评论的温泉景点服务质量分析---以山西北合索温泉为例[J].厦门理工学院学报,2016.24(4):54-60.
[22]Glaser B,Strauss A.The discovery grounded theory:Strategies for qualitative inquiry[M].Chicago,Aldin,1967.
[23]陈向明.扎根理论的思路和方法[J].教育研究与实验,1999(4):58-63.
[24]Sage A P.Methodology for large scale systems[M].New York:McGraw-Hill,1977.
[25]柴小青.应用解释性结构模型建立评价指标体系的递阶结构[J].中国管理科学,1997,V(4):60-64.
[26]Duperrin J C,Godet M.Methode de hierarchisation des elements d′un systeme[R].Rapport Economique du CEA,1973:41-45.
[27]Havlena W J,Holbrook M B.The varieties of consumption experience:Comparing two typologies of emotion in consumer behavior[J].Journal of Consumer Research,1986,13(3):394-404.
[28]Zhang Wen,Dun Xuefei.Study on image perception of mainland tourists to Taiwan---based on content analysis of online travels[J].Journal of Beijing International Studies University,2010.
[29]Wu Hungche,Ai Chihan,Yang Leijiao.A study of revisit intentions,customer satisfaction,corporate image,emotions and service quality in the hot spring industry.[J].Journal of China Tourism Research,2015,11(4):371-401.
[30]Zeithaml V A.Consumer perceptions of price,quality,and value:A means-end model and synthesis of evidence[J].Journal of Marketing,1988,52(3):2-22.
[31]王宗水,赵红,秦绪中.我国家用汽车顾客感知价值及提升策略研究[J].中国管理科学,2016,24(2).
[32]Qureshi M N,Kumar D,Kumar P.An integrated model to identify and classify the key criteria and their role in the assessment of 3PL services providers[J].Asia Pacific Journal of Marketing&Logistics,2008,20(2):227-249.
[33]施亮,鲁耀斌,杨水清.感知一致性对消费者移动购物行为的影响:基于Web-移动的跨渠道视角[J].中国管理科学,2017(4):70-77.
[34]Attri R,Grover S,Dev N.An ISM approach for modelling the enablers in the implementation of Total Productive Maintenance(TPM)[J].International Journal of System Assurance Engineering&Management,2013,4(4):313-326.
[35]Warfield J N.Developing interconnection matrices in structural modeling[J].IEEE Transactions on Systems Man&Cybernetics,2010,SMC-4(1):81-87.
[36]宋志国,王万桥.基于ISM模型的中小企业知识产权托管影响因素研究[J].系统科学学报,2016(3):77-80.