摘要
产品名称作为游客对在线旅游产品感知的第一印象,其优劣关系到在线旅游产品的吸引力与产品销量。为助力在线旅游市场在新冠肺炎疫情之后的快速回暖,文章以长三角在线旅游产品为例,通过对产品名称的词频分析和关键词的关联共现分析,得出了长三角在线旅游产品名称的模式及特点,同时提出对策性建议。针对长三角在线旅游产品命名:在遵循“旅游目的地和景区+旅游天数+出游形式”的基本产品命名模式基础上,增加了住宿、交通和线路方面的特色词汇;凸显代表性资源,从而增强产品吸引力。在产品设计方面:实施“以点带面”策略,抓住康养产品商机;增加短线游产品比重;寻求“纯玩”和“购物”的平衡点,提高供需双方满意度。
As the first impression of online travel products,the product title is related to the attraction and sales of online travel products.In order to facilitate the rapid recovery of the online tourism market after the epidemic,this paper,taking the online tourism products in the Yangtze river delta as an example and obtaining the patterns and characteristics of the online tourism product titles in the Yangtze River Delta,makes an analysis of the word frequency of product names and the co-occurrence analysis of related keywords.On this basis,this paper gives some suggestions from two aspects.First,on the basis of following the basic product naming pattern of“tourist destination and scenic spot+tourist days+travel form”,add characteristic words in terms of accommodation,transportation and routes;Second,highlight representative resources;In terms of product design,we should implement the strategy of“point to surface”to seize the business opportunities of health care products;besides,increase the proportion of short-haul travel products and seek the balance between“pure play”and“shopping”to improve the satisfaction of both sides.
作者
金丽娇
JIN Li-jiao(Sanjiang University,Nanjing 210012,China)
出处
《南京晓庄学院学报》
2020年第4期110-115,124,共7页
Journal of Nanjing Xiaozhuang University
基金
国家自科基金项目青年科学基金项目(41701158)
2018年度三江学院校级科研项目“长三角在一体化战略背景下旅游产品命名特征研究”(2018SJKY017)
“2017年度江苏省青蓝工程优秀骨干教师培养项目”资助。
关键词
在线旅游
产品名称
词频分析
关联共现
online travel
product name
word frequency analysis
associated co-occurrence
