旅游評論極性分析對景區服務品質影響研究

摘要：移動互聯網的快速發展，方便了人們在網絡上評述事情、表達觀點的同時，也在網絡空間中留下了能夠反映個體在現實空間中行為的大量電子足跡數據。可以說，保存在網絡空間中的電子足跡數據隱藏著個體在現實世界中的心態和情感秘密。那么，如何挖掘出隱藏在這些評論中的有用信息，給有關部門提供情報服務則顯得很有必要。然而，盡管有一些基于網絡評論數據進行情感分析的研究，但很少有人能夠進一步深入并歸類差評所折射出的現實空問中的具體問題而進行分析。本文主要爬取“去哪兒網”上相關于青海旅游的評論數據重點進行分析。利用Python中的Jieba對評論分詞，通過SnowNLP模塊計算情感極性，以此判斷游客對景點盼情感傾向性。通過分析得出游客在青旅游期間的情感態勢。然后，對負向情感較集中的評論內容歸類統計，分析差評所折射出來的在現實世界中引起人們不滿意的那些問題。同時，結合實測調研數據進行比對，形成意見報告，為旅游主管部門在景點管理與下一步的規劃建設中提供服務。

關鍵詞：旅游;網絡評論;情感分析;大數據;景區管理

中圖分類號：TP39 文獻標識碼：A

文章編號：1009-3044（2020）20-0023-05

Analysis of The Impact of Tourism Review Polarity cm Service Quality in Scenic Area

Tang Ming-hu

（Qinghai Nationalities University ，Xining 810007，China）

Abstract： The rapid development of mobile Internet not only facilitates people to comment on events and express views on the net-work. hut also a larg{e numher of electronic footprint data are left in cyberspace that can reflect the behavior of individuals in realworld. It can be said that the electronic footprint data stored in cyberspace hided the individual's mental and emotional secrets inthe real space. Therefore. it is necessary to dig the useful information hidden in these comments and provide intelligence servicesto the relevant departments. However， although there are some studies based on online comment data for emotional analysis， fewpeople can further deepen and categorize the specific problems in the real world reflected l）y the bad comments.This paper mainlyanalyzes the data of the tourism-related comments for Qinghai Provim：e. Using the Jieh a to analyze these comments， calculatingemotional polarity through snowNLP Module in Python， so as to judge the emotional tendency of the tourists to the scenic spots.Through the analysis， we get the emotional situation of tourists during the tourism in Qinghai.Then， the content of the negative emo-tion is statistically classified. and the problems that people are not satisfied in the real world. which are reflected by the bad com-ments. are analyzed. At the same time. combined with the actual survey data to form the opinion report， and providing services tothe tourism department for the scenic area management.

Key words：travel; network comments; sentiment analysis; big data; scenic area planning

旅游產業鏈的建構促進著區域各行業的社會經濟，帶動景點沿線與周邊區域的交通、住宿、餐飲、超市、工藝品等產業的蓬勃發展，形成多維度互聯互動機制[1]。其中，各景點作為旅游產業鏈的龍頭，牽引起下游產業鏈的拓展和延伸，促進了區域經濟發展，改善著地區居民的生活條件。……