摘 要

随着社交网络的兴起，大数据时代已经来临，互联网上产生了数以亿计的网络评论，评价的好坏直接或间接影响到消费者的选择，湖北位于我国中部，有良好的农业发展基础。它是著名的“鱼米之乡”和“千湖之省”，具有充足旅游资源，对湖北省乡村旅游而言，具有强大的促进作用，有利于在全省打造荆楚乡村文旅融合“十大示范品牌”目标的实现。

本文以近年来迅速发展的乡村旅游为研究视角，以各大主流旅游网站为基础，获取原始数据并进行预处理。然后统计评论发布量数据和景区数据，绘制出月度指数均值分布图和空间分布图，对乡村旅游的季节性特征和空间分布进行分析。利用ROST CM6软件中的社交网络和语义网络分析功能分别提取旅游资源正面评价和负面评价的高频词，并进行聚类分析以进一步挖掘评论文本中的语义关系。最后使用情感词典分析捕获的客户评论。同时，增加了定量分析，并计算出每条评论中的高频词得分。将总分加起来后，对高频情感词进行分析，得出游客对乡村旅游景点的高频情感词，从而得出游客的情感倾向。

通过本文研究得出以下结论：湖北省乡村旅游的区域热度划分为三个梯度，旺季为1~2月、4~5月、8~11月，对湖北乡村旅游游客满意度影响最大的是环境因素和交通因素，其次是人为因素和游玩因素。游客对湖北乡村旅游的满意度高，环境和服务评价良好，约20%的游客拥有较高的忠诚度，4.3%的游客有十分不愉快的体验。

关键词：文本挖掘；乡村旅游；满意度；可视化

Abstract

With the rise of social networks, the era of big data has arrived. Hundreds of millions of online reviews have been generated on the Internet. The quality of the evaluation directly or indirectly affects consumers' choices. Hubei is located in the middle of China and has a good foundation for agricultural development. . It is a well-known "hometown of fish and rice" and "province of thousands of lakes". It has sufficient tourism resources, and it has a strong promotion role for rural tourism in Hubei Province.

From the perspective of rural tourism, which has been developing rapidly in recent years, and based on the major mainstream tourism websites, this paper obtains the original data and preprocesses them to obtain effective data.Then, the monthly index mean distribution distribution and spatial distribution distribution are drawn based on the statistics of the quantity of comments and the data of scenic spots, and the seasonal characteristics and spatial distribution of rural tourism are analyzed.The social network and semantic network analysis functions in the ROST CM6 software were used to extract the high-frequency words of positive and negative comments on tourism resources, and the clustering analysis was conducted to further explore the semantic relationship in the comment text.Finally, the captured customer comments are analyzed using an emotion dictionary.At the same time, quantitative analysis was added and the score of high-frequency words in each comment was calculated.After adding up the total score, the high-frequency emotion words were analyzed to obtain the high-frequency emotion words of tourists to the rural tourist attractions, and thus the tourists' emotional tendency was obtained. 

The following conclusions are drawn through this study:the regional heat of rural tourism in Hubei divided into three gradients, the peak season is January-February, April-May, August-November. The factors that most affect the satisfaction of rural tourists in Hubei are environment and transportation, followed by human factors and play items. Tourists' satisfaction with Hubei rural tourism is high, and the environment and services are well evaluated. About 20% of tourists have high loyalty, and 4.3% of tourists have a very unpleasant experience. Corresponding analysis is made in terms of temporal and spatial distribution rules, hot spots and tourist satisfaction, aiming to provide a reference for the healthy and coordinated development of rural tourism in Hubei Province.

Key Words：data mining;rural tourism;satisfaction;visualization

目 录

第1章 绪论 1

1.1 研究目的及意义 1

1.1.1 研究目的 1

1.1.2 研究意义 1

1.2 国内外研究现状 2

1.2.1 国外研究现状 2

1.2.2 国内研究现状 2

1.2.3 文献述评 3

1.3 研究的基本内容和目标 4

1.3.1 研究的基本内容 4

1.3.2 研究目标 4

1.4 研究方法和措施 4

1.4.1 研究方法 4

1.4.2 技术方案及措施 5

第2章 数据处理和时空分布分析 7

2.1 案例概况和研究路线 7

2.1.1 湖北乡村旅游发展状况 7

2.1.2 湖北乡村旅游游客评价现状 7

2.2 数据来源与处理 7

2.2.1 数据的选取 7

2.2.2 数据的采集 8

2.2.3 数据的预处理 9

2.3 游客网络评论的时空分布分析 10

2.3.1 时间分布分析 10

2.3.2 空间分布分析 12

第3章 游客网络评论的特征分析 14

3.1 基于词云的可视化分析 14

3.2 基于网络语义的可视化分析 21

第4章 游客网络评论的情感分析 25

4.1 情感词典的构建 25

4.1.1 基础情感词典 25

4.1.2 网络情感词典 25

4.1.3 辅助情感词典 26

4.2 情感计算的算法设计 27

4.3 情感计算的结果分析 28

第5章 研究结论和展望 31

5.1 研究结论 31

5.2 研究不足与展望 32

参考文献 33

致  谢 35

第1章 绪论

1.1 研究目的及意义

1.1.1 研究目的

近年来乡村旅游备受广大游客青睐，据统计目前我国城乡居民平均出游率达到90%以上，旅游成为重要的休闲方式，国内旅游己经进入大众化消费阶段，2014年，国内旅游人数为36.3亿人次，旅游总收入达到了3.25万亿，其中乡村旅游人数高达12亿人次，占全国旅游总人数的1/3，旅游收入高达3200亿，全国乡村旅游接待点超过200万家，这些都说明乡村旅游己经成为旅游业中一支不可轻视的力量，发展前景十分广阔。随着我国乡村旅游需求量的不断增加，湖北省乡村旅游也在迅速发展，湖北省乡村旅游拥有雄厚的旅游资源，具有较大的开发价值，此外，湖北省乡村旅游蕴含着深厚的文化内涵，如农耕文化以及荆楚文化等。