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Exploring success factors of tourism performing arts by analyses of online reviews

Yuan Cui (Department of Business Administration, Jeonbuk National University, Jeonju, Republic of Korea)
Seungwoon Kim (Department of Business Administration, Jeonbuk National University, Jeonju, Republic of Korea)
Shi Feng (Department of Computer Science, Northeastern University, Shenyang, China)

Journal of Hospitality and Tourism Technology

ISSN: 1757-9880

Article publication date: 5 December 2022

Issue publication date: 11 January 2023

115

Abstract

Purpose

This study aims to explore the success factors of tourism performing arts (TPA) programs by analyzing a large data set of online reviews.

Design/methodology/approach

A total of 195,230 reviews from Ctrip.com were collected and preprocessed. A deep learning method was leveraged to estimate the similarity between words. Then, regression analysis was conducted to determine success factors.

Findings

This study extracted four positive and two negative factors affecting tourist satisfaction with tourism performance arts. The results demonstrate that the tourists paid the most attention to the traditional Chinese cultural aspects, audiovisual effects and the actors’ performing enthusiasm.

Research limitations/implications

Despite this study’s large data set, the focused was only on Chinese reviews. It would be useful and interesting to compare the success factors of tourism performance arts programs offered in different countries.

Practical implications

The study findings can contribute to the development of TPA programs to attract tourists to travel destinations.

Originality/value

This study demonstrates that analyzing online reviews of TPA through text mining technology is an effective method of understanding tourist satisfaction.

在线点评分析探析旅游演艺成功因素

研究目的

本研究旨在通过分析大型在线评论数据集来探索旅游表演艺术项目的成功因素。

研究设计/方法/途径

共收集和预处理来自携程网的 195,230 条评论。利用深度学习方法来估计单词之间的相似性。然后, 进行回归分析以确定成功因素。

研究结果

本研究提取了影响游客对旅游表演艺术满意度的四个积极因素和两个消极因素。结果表明, 游客最关注中国传统文化方面、视听效果和演员的表演热情。

研究限制/影响

尽管我们的数据集很大, 但它只关注中文评论。比较不同国家提供的旅游表演艺术项目的成功因素将是有用和有趣的未来研究方向。

研究实践意义

研究结果有助于发展旅游表演艺术项目, 以吸引游客前往旅游目的地。

研究原创性/价值

研究表明, 通过文本挖掘技术分析旅游表演艺术的在线评论是了解游客满意度的有效方法。

Keywords

Acknowledgements

This work was supported by the National Natural Science Foundation of China [grant numbers 61872074]. The authors thank the Foreign Language Writing Center of Jeonbuk National University for their language editing services.

Citation

Cui, Y., Kim, S. and Feng, S. (2023), "Exploring success factors of tourism performing arts by analyses of online reviews", Journal of Hospitality and Tourism Technology, Vol. 14 No. 1, pp. 37-52. https://doi.org/10.1108/JHTT-05-2021-0140

Publisher

:

Emerald Publishing Limited

Copyright © 2022, Emerald Publishing Limited

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