中国邮轮游客的产品认知、情感表达与品牌形象感知——基于在线点评的内容分析

近年来,国际邮轮产业加快了由欧美市场向亚太地区转移的步伐。在国家“515”和“一带一路”倡议的双重推力下,中国大陆已经发展成为全球邮轮业的战略性新兴市场。目前,培育邮轮文化、做大客源市场、增强邮轮产品认知度和邮轮品牌辨识度是中国邮轮业迫切需要解决的关键问题,而深刻理解本土游客对邮轮产品的感知情况至关重要。以国内最大的中文在线旅游平台——携程旅行网（www.ctrip.com）的游客点评数据为样本,以2016年在中国投放大型（7万t级以上）豪华船舶的邮轮企业为研究对象,通过文本分析中的词频分析、语义网络分析、情感分析以及满意度分析等方法对中国游客的邮轮产品形象感知、情感表达、满意度评价以及在不同邮轮品牌上的差异性进行了系统性研究。研究发现：中国游客对邮轮产品的形象感知表现出“核心层—次核心层—过渡层—边缘层”的语义网络结构,其中核心层要素反映了与国际邮轮市场基本一致的邮轮产品形象。此外,游客对邮轮旅游总体表现出积极的情感色彩,对邮轮服务、邮轮住宿、邮轮餐饮、邮轮玩乐等属性的满意度较高,但对岸上观光表达出较多的负面情绪和较低的满意度。特别是国内游客对邮轮品牌的辨识度缺失。在核心形象方面,品牌之间并无显著性差异,品牌特色主要体现在语义网络边缘层的长尾词汇上。最后,提出了提升国内邮轮产品认知度、满意度以及品牌形象辨识度的管理建议。

Chinese cruisers' product cognition,emotional expression and brand image perception: A web content analysis

There is no doubt that the cruise industry has become one of the most actively and rapidly developed segments in the entire tourism and leisure market. In recent years, the global cruise industry has accelerated the pace of transferring from the European and American markets to the Asia-Pacific region with exciting growth rates, especially to China. As the largest component of the Asian market, China is undergoing rapid development in terms of both infrastructure construction and cruise ship/passenger service. In the dual thrust of the national "515" and "The Belt and Road" strategy, China has become the strategic emerging market for international cruise lines. Since the first ocean cruise ship's arrival in 2006, there had been more than 20 homeporting ships from 4 cruise groups (Royal Caribbean, Carnival, MSC and Norwegian) sailing from more than 10 sea ports of China as of 2017. All cruise companies are trying to create competitive and distinctive cruise products and services for Chinese tourists. At present, the emerging market is facing difficulties and challenges on effectively cultivating cruise culture, enlarging the tourist market, and enhancing awareness of cruise product and cruise brand identification. The key is to better understand local tourists' perception of cruise tourism. We collected 1691 cruisers' online comments from www.ctrip.com, the largest OTA in China, on four cruise lines, including Royal Caribbean Cruises, Costa Cruises, Princess Cruises and SkySea Cruises. We analyzed these comments and explored Chinese cruisers' perception of image, emotion and satisfaction for cruise tourism itself and different cruise brands. The data contain both cruisers' review contents and satisfaction scores for six attributes of service: accommodation, shore excursion, dining, entertainment and guide leader. The content analysis shows that for Chinese tourists, cruise tourism is perceived as a leisure vocation with a high level of service, dining, accommodation and entertainment, offering the opportunity of shore excursions, suitable for the family, elderly and children. High-frequency words and relevant semantic networks illustrate that there is no significant difference in perceived image between different cruise lines. The sentiment analysis shows that Chinese cruisers express overall positive and optimistic emotions toward cruise tourism. In addition, results of the satisfaction analysis show that cruisers are strongly satisfied with the cruise features of service, accommodation, dining, entertainment and sports, while weakly satisfied with shore excursion. There is significant difference in dining, accommodation, entertainment and shore activity between brands; no significant difference is found in service and guide leader. Finally, according to the results, some implications and suggestions for promoting the cruise tourism in China are proposed.