Listen to the Voices from Tourists: Evaluation of Wetland Ecotourism Satisfaction Using an Online Reviews Mining Approac
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SOCIOECONOMIC ASPECTS OF WETLANDS
Listen to the Voices from Tourists: Evaluation of Wetland Ecotourism Satisfaction Using an Online Reviews Mining Approach Baosheng Sun 1 & Changlin Ao 1 & Jingxia Wang 1 & Biqi Mao 1 & Lishan Xu 1 Received: 13 November 2019 / Accepted: 30 January 2020 # Society of Wetland Scientists 2020
Abstract Scientific evaluation of tourist satisfaction could contribute to the sustainable development of wetland ecotourism. With the development of Web 2.0, online travel reviews increase significantly which provide valuable information for evaluating tourist satisfaction. Hence, this study aims to evaluate the tourist satisfaction of wetland ecotourism in Zhalong National Nature Reserve (ZNNR) based on online travel reviews. Tourist satisfaction evaluation model and sentiment analysis were applied to calculate satisfactions of evaluation factors that were uncovered based on latent dirichlet allocation model. The results suggest that total satisfaction was 0.614, at the fundamentally satisfied level. Moreover, we identified 11 controllable evaluation factors that were key for ZNNR to manage interaction with tourists, and further aggregated these factors into three categories: ecotourism experience, natural resource and cultural resource. Especially, importance-performance analysis further identified the most important evaluation factors according to fourquadrant weight-satisfaction matrix. The proposed analytical framework expands the understanding of the methodological challenges and offers novel perspectives for evaluating the tourist satisfaction. These findings could provide useful insights for the sustainable development of ecotourism and effective management of wetlands. Keywords Wetland ecotourism satisfaction . Online travel reviews . Latent dirichlet allocation model . Tourist satisfaction evaluation model . Sentiment analysis . Importance-performance analysis
Introduction Wetlands are considered as valuable and productive ecosystems because they not only provide food and water, reduce air pollution and extreme climatic events, protect biodiversity (Mao et al. 2019), but also generate crucial opportunities for * Changlin Ao [email protected] Baosheng Sun [email protected] Jingxia Wang [email protected] Biqi Mao [email protected] Lishan Xu [email protected] 1
Department of Management Science and Engineering, Northeast Agricultural University, Harbin, China
tourism (e.g., ecotourism) and entertainment (Pueyo-Ros et al. 2018). In recent years, wetlands gradually have become important ecotourism destinations in the world, particularly in developing countries (Diaz-Christiansen et al. 2016), such as China. Wetland ecotourism pays more attention to the protection of local nature and culture than mass tourism, which is one of the crucial sectors in ecotourism, even in the tourism industry (Koshkam et al. 2014; Diaz-Christiansen et al. 2016). However, the rapid development of wetland ecotourism is inevitably going to bring severe challenges to the sustainable development of wetland
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