A Text analysis-based customer reviews and marketing strategy in self-driving tourism: a case study of Daocheng Yading

Abstract

This research study focuses on analyzing tourist satisfaction and online reviews in the context of self-drive tourism, with a specific case study of Daocheng Yading. The study aims to explore the market competitiveness of Daocheng Yading and identify the characteristics of tourist experiences in self-drive tourism. Additionally, the research aims to propose strategies to enhance the tourist experience in self-drive tourism and provide practical insights for the healthy and sustainable development of the self-drive tourism industry in Daocheng Yading. This study employed a mixed research approach, taking into account elements of both qualitative and quantitative research. The research subjects are self-driving tourists visiting Daocheng Yading Scenic Area. To collect data, a web crawler tool named ‘Houyi’ was used to extract self-driving tourists’ comments from the Ctrip website, which were subsequently used as data for text analysis. In addition, a Kano questionnaire was released online to solicit feedback from tourists. The final data sample included 66 text comments from self-driving tourists and 55 completed Kano questionnaires. This research contributes to the understanding of tourist satisfaction and online reviews in the context of self-drive tourism, specifically focusing on the case of Daocheng Yading. The findings provide valuable insights for tourism practitioners and policymakers in improving the service quality and competitiveness of Daocheng Yading as a self-drive tourism destination. Furthermore, the research contributes to the academic literature by enriching the knowledge on self-drive tourism and the role of online reviews in shaping tourist decision-making processes. The study is divided into five chapters. The first chapter serves as an introduction, providing an overview of the research background, including an introduction to the self-drive tourism market, Daocheng Yading, online reviews, and the importance of tourist satisfaction. The second chapter establishes the theoretical foundation and conceptual definitions, highlighting the domain of customer knowledge management and introducing the concepts of tourist satisfaction and self-drive tourism. Furthermore, it discusses the relevant theories such as Porter's Five Forces model, network text analysis, and the Kano model. The third chapter outlines the research methodology, presenting the research framework, design, and sample scope. The fourth chapter presents the research findings and discussions, providing a detailed analysis of the results obtained through the application of the Porter's Five Forces model, text analysis, and the Kano questionnaire. The findings shed light on the market competitiveness of Daocheng Yading, the characteristics of tourist experiences in self-drive tourism, and potential strategies for enhancing the tourist experience. The fifth chapter consists of the conclusion and limitations of this study.