Assessing technology adoption practices in Chinese theme parks: text mining and sentiment analysis

Abstract

Purpose

This study aims to examine technology adoption practices in Chinese theme parks by leveraging text mining and sentiment analysis approaches on actual theme park customers’ online reviews.

Design/methodology/approach

The study text mined a total of 65,518 reviews of 490 Chinese theme parks with the aid of the Python program. Further, it computed sentiment scores of the customer reviews associated with the ratings of each categorized technology practice applied in the theme parks.

Findings

The study identified two major categories of technology applications in theme parks: supporting and experiential technologies. Multiple statistical tests confirmed that supporting technologies consisted of three types: intelligent services, ticketing and in-park transportation. Experiential technologies further included five aspects of technologies according to Schmitt’s strategic experiential modules (SEMs): sense, feel, act, think and relate.

Originality/value

The study findings contribute to the current understanding of theme park visitors’ perceptions of technology adoption practices and provide insightful implications for theme park practitioners who intend to invest in high technology solutions to deliver a better customer experience.

研究目的

通过对游客的在线评论进行文本挖掘和情感分析, 本研究论旨在探索在中国主题公园中科技采用的行为。

研究设计/方法/途径

本研究运用Python 程序一共挖掘了来自490 中国主题公园的65,518 条评论。本研究进一步计算了在主题公园中与科技运用有关在线评论的情感指数。

研究发现

本研究发现了在主题公园科技应用的两大主要分类：辅助和体验科技。辅助科技包括三种：智慧服务, 售票, 和园中运输。根据Schmitt 战略体验模块（SEMs): 体验科技进一步包括科技的五大方面：感官, 感觉, 思考, 和联系。

研究原创性/价值

本研究对了解目前主题公园游客对科技使用行为的看法提供了见解, 以及对主题公园有意向投资科技来提高客户体验的从业人员提供了深远意义。

Citation

Zhang, T., Li, B., Milman, A. and Hua, N. (2022), "Assessing technology adoption practices in Chinese theme parks: text mining and sentiment analysis", Journal of Hospitality and Tourism Technology, Vol. 13 No. 1, pp. 195-213. https://doi.org/10.1108/JHTT-05-2020-0126