Research on Wulong Tourism Service Experience Based on Network Travelogue

This paper analyzes 1,662 travelogues about the Wulong tourism destination from the Mafengwo platform using literature research and network text analysis. The goal is to identify the driving factors affecting Wulong’s tourism service experience and suggest improvements. By extracting high-frequency words and analyzing emotions from the travelogues, tourists’ conceptions and perceptions were identified and the factors affecting the tourism service experience in Wulong were summarized into six categories: tourism resource attractions, tourism transportation, tourism facilities and digital services, cultural charms, special cuisines, and environmental ambiance. Tourists’ emotional perceptions of Wulong are primarily positive, with negative perceptions mainly related to unsatisfactory tourism facilities and digital services in the Wulong scenic area. This study helps the Wulong tourist destination understand the issues and deficiencies in tourists’ service experiences, providing significant guidance for improving service quality and offering data support for service marketing and optimization.