【作者】 李海峰；

【导师】 黄珊； 金世胜；

【作者基本信息】 西北师范大学 ， 旅游管理硕士（专业学位）， 2025， 硕士

【摘要】 在生态文明建设深入推进的背景下,发挥沙漠生态资源优势,围绕沙漠资源开发的旅游景区,对沙漠型旅游景区的游客体验进行研究,以期提高沙漠型景区旅游产品的竞争力,满足游客消费需求,挖掘旅游消费市场潜力,有效利用沙漠自然资源,让沙山变“金山”。本文通过网络文本分析研究沙漠型旅游景区的游客体验,能够准确深入的了解沙漠型景区的游客体验需求,从而可以有针对性的提出提升策略,为提高沙漠型旅游景区的管理和服务提供理论指导和支持。本文通过文献分析法对国内外沙漠型景区的研究现状进行梳理,将中卫市沙坡头旅游景区、石嘴山市沙湖旅游景区、酒泉市鸣沙山月牙泉景区、鄂尔多斯市响沙湾旅游景区、兵团十师185团白沙湖景区等五家中国5A级沙漠型旅游景区作为研究对象,通过八爪鱼采集器从国内知名在线旅游服务平台携程网搜集整理游客评价形成网络文本信息,通过网络文本分析法,利用ROST CM6软件提取沙坡头、鸣沙山月牙泉等景区旅游体验的高频特征词、情感态度、共现和语义网络等并进行挖掘,对游客体验从“食、住、行、游、购、娱”旅游的六个要素方面进行分析,根据研究结果提出适合沙漠型景区在提升游客体验方面的建议。研究发现:(1)从游客体验频次统计、高频词、共现和语义网络来看,根据本文数据反映出沙漠旅游景区评价最好的方面是游览体验和娱乐体验,频率分别是62.37%和27.43%,评价最低的方面是餐饮和住宿方面。(2)从情感态度来看,游客对沙漠型景区的主要态度为积极情绪,占比为82.46%,以一般积极情绪为主,其次是消极情绪,占比为12.38%,以一般消极情绪为主。(3)从体验方面看,游览体验方面沙漠型景区核心吸引力强,同时游览设施与沙漠景观结合较好,沙漠游览活动地域特色明显,景区内活动丰富,但景区内工作人员服务水平需要加强,景区管理水平需要进一步规范。娱乐体验方面娱乐活动偏好性强,体验型活动项目需求高,娱乐服务质量需要提升。餐饮体验方面景区内餐饮需求不高,缺少特色餐饮,景区中普遍缺乏本地特色美食。住宿体验方面景区内住宿设施不足,景区内住宿关注度低。(4)需要改进的问题,可以重点关注交通便捷性、导游服务、购物服务和价格合理性、娱乐活动种类和服务质量等方面,如导航与信息服务的丰富、项目和体验的优化、娱乐活动的增加等。沙漠型景区可以根据这些问题进行有针对性的改进和提升,以提高游客的满意度和旅游体验质量。根据研究发现的问题,本文提出了针对性的三个层级提升策略。第一层级重点关注餐饮和住宿方面,餐饮方面要打造特色餐饮品牌、优化环境和服务。住宿方面要丰富住宿设施类型、提升服务品质和加强营销推广。第二层级次要关注交通和购物方面,交通方面要提升便捷性、舒适度和完善导航与信息服务。购物方面要开发特色商品、加强价格管理和优化购物环境。第三层级一般关注游览和娱乐方面,游览方面要加强人员服务培训、规范景区管理和提升活动品质。娱乐方面要丰富活动项目、提升服务质量和突出项目独特性。更多还原

【Abstract】 Under the background of advancing ecological civilization construction,this study explores tourist experiences in desert-themed scenic areas to enhance the competitiveness of desert tourism products,meet visitor demands,tap into tourism market potential,and effectively utilize desert resources to transform sandy mountains into"golden mountains."Through online text analysis,this research investigates tourist experiences in desert scenic areas,providing theoretical guidance for improving management and services.This paper systematically reviews the research status of desert-type scenic spots at home and abroad through a literature analysis method.Taking five Chinese 5A-level desert-type tourist attractions as research objects,including Shapotou Tourist Scenic Spot in Zhongwei City,Shahu Tourist Scenic Spot in Shizuishan City,Mingshashan Yueyaquan Scenic Spot in Jiuquan City,Xiangshawan Tourist Scenic Spot in Ordos City,and Baishahu Scenic Spot of Regiment 185 in the 10th Division of the Corps,this study collects and organizes tourist reviews from the well-known domestic online travel service platform Ctrip through the Octopus Collector to form network text information.Through network text analysis,the ROST CM6 software is used to extract and mine high-frequency feature words,emotional attitudes,co-occurrences,and semantic networks of tourism experiences in scenic spots such as Shapotou and Mingshashan Yueyaquan.The tourist experience is analyzed from the six elements of tourism,namely"food,accommodation,transportation,sightseeing,shopping,and entertainment".Based on the research results,suggestions suitable for desert-type scenic spots to enhance tourist experiences are proposed.Research has found that:(1)From the perspective of tourist experience frequency statistics,high-frequency words,co-occurrence,and semantic networks,according to the data in this article,the best aspects for evaluating desert tourist attractions are tourism experience and entertainment experience,with frequencies of 62.37%and27.43%,respectively.The lowest evaluated aspects are dining and accommodation.(2)From the perspective of emotional attitudes,tourists’main attitude towards desert type scenic spots is positive emotions,accounting for 82.46%,with general positive emotions as the main factor,followed by negative emotions,accounting for 12.38%,with general negative emotions as the main factor.(3)From the perspective of experience,desert type scenic spots have strong core appeal in terms of tourism experience.At the same time,the tourism facilities are well integrated with the desert landscape,and the regional characteristics of desert tourism activities are obvious.The activities in the scenic area are rich,but the service level of the staff in the scenic area needs to be strengthened,and the management level of the scenic area needs to be further standardized.In terms of entertainment experience,there is a strong preference for entertainment activities,and there is a high demand for experiential activity projects.The quality of entertainment services needs to be improved.In terms of dining experience,the demand for catering in the scenic area is not high,and there is a lack of specialty catering.Local specialty cuisine is generally lacking in the scenic area.In terms of accommodation experience,there is a lack of accommodation facilities in the scenic area,and the attention to accommodation in the scenic area is low.(4)The issues that need improvement can focus on transportation convenience,tour guide services,shopping services and reasonable prices,types and quality of entertainment activities,such as enriching navigation and information services,optimizing projects and experiences,and increasing entertainment activities.Desert type scenic spots can make targeted improvements and enhancements based on these issues to improve tourist satisfaction and the quality of the tourism experience.Based on the research findings,this article proposes three targeted hierarchical improvement strategies.The first level focuses on catering and accommodation,and in terms of catering,it is necessary to create distinctive catering brands,optimize the environment and services.In terms of accommodation,it is necessary to enrich the types of accommodation facilities,improve service quality,and strengthen marketing and promotion.The second level focuses on transportation and shopping,with a focus on improving convenience,comfort,and navigation and information services in transportation.In terms of shopping,we need to develop specialty products,strengthen price management,and optimize the shopping environment.The third level generally focuses on tourism and entertainment,and in terms of tourism,personnel service training should be strengthened,scenic area management should be standardized,and activity quality should be improved.In terms of entertainment,it is necessary to enrich activity projects,improve service quality,and highlight project uniqueness.更多还原