红色旅游作为我国旅游业的特色产业之一，愈发受到游客的青睐，而游客 在线评论更多的是游客对景区的实地体验感受进行的阐述，不仅体现了旅客对 景区的主观印象及满意度，同时也对潜在旅客的旅游意愿产生一定的影响，这 对旅游者的行为有一定的营销作用。所以，以在线评论为数据源对经典红色景 区游客满意度进行衡量具备举足轻重的作用。 本研究以在线评论作为数据来源，分析我国经典红色旅游景区井冈山、韶 山及西柏坡的游客满意度。首先运用python软件抓取井冈山、韶山及西柏坡的 共八千多条在线评论并进行了数据清洗与筛选；其次对网络评论词频进行分析， 依据扎根理论建立了由“满意度、旅游吸引物、旅游消费、服务与设施、游客期 望”组成的红色景区游客满意度影响因子概念体系，这5个维度包含整体体验、 再来或推荐、自然景观、人文景观、红色文化、食宿购物、景区门票、设施完 善、交通因素、服务态度、拥挤程度、安全卫生、环境氛围、出游目的及品牌 形象15个初始范畴，即游客满意度的影响因素；然后根据情感词典、评分标准 及满意度指标对应表将在线评论进行量化转换为结构性数据；最后将数据导入 SPSSModeler软件中，分别构建井冈山、韶山及西柏坡游客满意度影响因素贝 叶斯网络模型，并对其模型进行比较与分析。 结果显示，依据词频分析可知游客对于经典红色景区都较为关注的是景观 与红色文化，而对井冈山与韶山还较为关注其服务与设施；满意度的某一影响 因素可能会对其他影响因素产生一定的影响，因此提升经典红色景区的满意度 不仅要对各个因素单个分析，也需要重视个节点之间的关系；就旅客整体的满 意度而言，游客对三个红色景区都比较满意，在门票、景观、服务态度以及环 境氛围方面，井冈山景区的满意度较高，韶山景区则在整体体验、红色文化、 交通、景区安全及景区品牌形象方面满意度稍高，而在推荐及重游意愿、食宿 购物、拥挤程度方面，西柏坡游客满意度较高；对景区的游客满意度影响因素 重要性排序得到，韶山与井冈山游客都较为关注景区的整体体验、服务态度与 食宿购物；西柏坡游客更注重旅游吸引物（红色文化及景观）的感受；近三年 这三个红色景区游客满意程度都呈现下降趋势。 关键词：经典红色景区；贝叶斯网络；扎根理论；在线评论；满意度 III Abstract AsoneofthecharacteristicindustriesofChina'stourism,redtourismisgetting hotterwithtourists.Theonlinecommentsaretheinterpretationoftourists'experience onthespot,theyrepresenttourists'subjectiveimpressionsandsatisfactionwiththe scenicarea,alsoaffectsthewillingnesstotravelofpotentialtourists,andhavecertain marketingeffectontouristbehavior.Therefore,analyzingtouristsatisfactionof classicredscenicbasedononlinereviewsisvital. Thestudyusesonlinereviewsasdatasourcetoanalyzevisitorsatisfactionin Jinggangshan,ShaoshanandXibaipoamongclassicredtouristattractionsofChina. First,pythonwasusedtocapturemorethan8,000onlinecommentsfrom Jinggangshan,Shaoshan,andXibaipo,andcleaningandfilteringthedata.Secondly, analyzingthewordfrequencyofonlinereviews,andaconceptualmodelofthered scenictouristsatisfactioninfluencingfactorswasestablished,itisbasedonthe GroundedTheory.Themodelconsistsof"satisfaction,touristattraction,tourism consumption,servicesandfacilities,andtouristexpectations",thefivedimensions includes15initialcategories,containstheoverallexperience,recommend,natural landscape,culturallandscape,redculture,roomandboard,tickets,facilities, transportation,serviceattitude,congestion,safety,environmentalatmosphere,travel purposeandbrandimage,whichareinfluencingfactorsofredtouristsatisfaction; thenonlinereviewsarequantifiedandconvertedintostructureddatabasedon sentimentdictionaries,scoringcriteriaanddictionaryoftouristsatisfactionindex. FinallythedataisimportedintoSPSSModeler,separatelyconstructedandanalysis theTouristSatisfactionFactorsBayesiannetworkmodelsaboutJinggangshan, ShaoshanandXibaipo. Theresultsshow:accordingtothewordfrequencyanalysis,touristsaremore concernedaboutthelandscapeandredcultureintheclassicredscenicarea,butmore inservicesandfacilitiesinJinggangshanandShaoshan.Acertaininfluencingfactor ofsatisfactionmayhavesomeimpactonotherinfluencingfactors.Therefore,in ordertoimprovethesatisfactionofclassicredscenicspots,wealsoshouldpay attentiontotherelationshipbetweennodes.Intermsofoveralltouristsatisfaction, touristsaresatisfiedwiththethreeredscenicspots.Intermsofserviceattitudeand environmentalatmosphere,thesatisfactionofJinggangshanisrelativelyhigh; IV Shaoshanisslightlymoresatisfiedwiththeoverallexperience,redculture, transportation,scenicareasafety,andbrandimageofthescenicarea.Intermsoffood andaccommodationshoppingandthedegreeofcrowding,thetouristsatisfactionof Xibaipoisrelativelyhigh.Theimportancerankingofthefactorsaffectingthetourist satisfactionofthescenicspothasbeenstudied.BothtouristsfromShaoshanand Jinggangshanpaymoreattentiontotheoverallexperience,serviceattitude,roomand board.TouristsofXibaipofocusmoreontheexperienceoftouristattractions. Satisfactionofthethreeredclassicalscenictouristpossessesadownwardtrend. Keywords:classicredscenicspot;Bayesiannetwork;GroundedTheory;online reviews;satisfaction V 目录 第1章绪论................................................................................................................1 1.1选题背景与研究意义......................................................................................1 1.1.1选题背景...................................................................................................1 1.1.2研究意义...................................................................................................2 1.2研究综述..........................................................................................................3 1.2.1国内外游客满意度的相关研究...............................................................3 1.2.2红色旅游研究进展...................................................................................6 1.2.3研究述评...................................................................................................7 1.3研究目标与内容..............................................................................................8 1.3.1研究目标...................................................................................................8 1.3.2研究内容...................................................................................................8 1.4研究思路..........................................................................................................8 1.5研究方法..........................................................................................................9 1.5.1文献研究法...............................................................................................9 1.5.2内容分析法...............................................................................................9 1.5.3统计分析法.............................................................................................10 1.5.4案例研究法.............................................................................................10 1.6研究创新之处................................................................................................11 第2章概念界定及理论基础..................................................................................12 2.1概念界定........................................................................................................12 2.1.1游客满意度.............................................................................................12 2.1.2红色旅游.................................................................................................12 2.1.3经典红色旅游景区.................................................................................12 2.2理论基础........................................................................................................13 2.2.1期望确认理论.........................................................................................13 2.2.2满意度测度理论.....................................................................................13 2.2.3扎根理论.................................................................................................15 2.2.4贝叶斯网络理论.....................................................................................15 第3章研究对象与数据搜集..................................................................................17 3.1研究区概况..............