卡若拉冰川景区游客满意度调查分析及其提升策略

Survey and analysis of tourist satisfaction in Karola Glacier Scenic Area and its improvement strategy

关键词:  卡若拉冰川  游客满意度  冰川旅游  网络文本分析

Key words:  Karola glacier  tourist satisfaction  glacier tourism  network text analysis

摘要:

2022年北京冬奥会成功举办以来，中国冰雪旅游产业迎来了重大机遇。西藏冰川旅游资源丰富， 具有天然优势。以卡若拉冰川景区为例，基于调查问卷、访谈数据和网络文本数据，对卡若拉冰川景区的游客人口学特征、总体满意度及其影响因素进行分析。调查问卷数据采用二元Logistic模型分析卡若拉冰川景区游客总体满意度评价的影响因素。利用数据挖掘技术抓取携程、马蜂窝、大众点评这3个网站共801条游客评论，采用ROST CM6软件对游客评论数据进行统计分析。结果表明：游客学历、可支配收入与景区总体满意度呈负相关；交通通达性、景区服务水平、基础设施和新媒体显著影响游客对景区的满意度评价，且呈正相关。游客评论中冰川旅游资源及目的地类高频词占比73.82%。游客情感分析中，游客积极、中性和消极情绪占比分别为71.89%、5.64%和22.47%。基于研究结果，建议政府及景区要细分旅游市场，区域协同发展，完善基础设施，提高服务水平，利用好新媒体等，进一步提升卡若拉冰川景区的整体旅游形象。

Abstract:

Background, aim, and scope Following the success of the Beijing 2022 Olympics Winter Games, ice and snow tourism in China has entered a period of rapid growth. The Qinghai-Xizang Plateau, with its extensive glacier coverage, holds significant potential for such a tourism development. Using the Karola Glacier Scenic Area as a case study, this study analyzes tourist demographic characteristics, overall satisfaction levels, and the factors influencing satisfaction. The aim is to provide actionable recommendations to government agencies and scenic area management to enhance tourist satisfaction at Karola glacier, with findings intended to serve as a reference for similar scenic areas across China. Materials and methods Data were collected through questionnaires, interviews, and online text analysis. The questionnaire data were analyzed using a binary logistic regression model to identify key factors affecting satisfaction. Social media reviews about the Karola Glacier Scenic Area were gathered from Ctrip, Mafengwo, and Dianping using data-mining techniques and were then analyzed using ROST CM6 software.Results The tourists visiting the scenic area were predominantly young adults, with a higher proportion of males. Overall, 76.0% of visitors held a college degree or higher, and 23.8% reported a monthly income exceeding 10000 yuan. During the summer, student visitors, a group with relatively lower income levels, constituted 28.8% of tourists. The top three provincial sources of tourists were Sichuan, Guangdong, and Zhejiang. Factors significantly affecting overall tourist satisfaction included educational background, disposable income, traffic accessibility, quality of scenic area services, degree of infrastructure standardization, and social media influence. High-frequency comments related to glacier tourism resources and destinations accounted for 73.82% of all social media posts. Sentiment analysis revealed that positive, neutral, and negative emotions comprised 71.89%, 5.64%, and 22.47% of comments, respectively. Discussion From a tourist perspective, distance and economic factors significantly affect glacier tourism decisions. Educational background and disposable income showed negative correlations with overall scenic area satisfaction. In contrast, better traffic accessibility, more standardized infrastructure, and higher service quality were associated with higher satisfaction levels. Social media plays an important role in enhancing the scenic area’s visibility and popularity, contributing positively to overall tourist satisfaction. High-frequency text analysis indicated that tourists focus closely on glacier resources, location, transportation, infrastructure, pricing, peripheral attractions, and natural scenery—all key determinants of satisfaction. Management should formulate improvement measures based on these findings and satisfaction evaluations. Conclusions Tourists with different social attributes exhibited distinct satisfaction evaluations. Although overall satisfaction with the Karola Glacier Scenic Area was high, areas requiring improvement include transportation accessibility, service quality, infrastructure, and media outreach. Recommendations and perspectives To enhance the overall appeal of Karola glacier tourism, we recommend that government and management agencies segment the tourist market and leverage social media for targeted promotion. Furthermore, integrated development with adjacent scenic spots should be pursued, and infrastructure and service quality should be continuously improved.