Research Article
Exploring Preference of Rural Tourism in the Post-pandemic Period and Its Influencing Factors: A Content Analysis Based on ROST
@INPROCEEDINGS{10.4108/eai.17-6-2022.2322603, author={Yueran Yang}, title={Exploring Preference of Rural Tourism in the Post-pandemic Period and Its Influencing Factors: A Content Analysis Based on ROST}, proceedings={Proceedings of the International Conference on Information Economy, Data Modeling and Cloud Computing, ICIDC 2022, 17-19 June 2022, Qingdao, China}, publisher={EAI}, proceedings_a={ICIDC}, year={2022}, month={10}, keywords={content analysis; postpandemic period; rural tourism; tourist preference}, doi={10.4108/eai.17-6-2022.2322603} }- Yueran Yang
Year: 2022
Exploring Preference of Rural Tourism in the Post-pandemic Period and Its Influencing Factors: A Content Analysis Based on ROST
ICIDC
EAI
DOI: 10.4108/eai.17-6-2022.2322603
Abstract
With the gradual control of the COVID-19 pandemic, the advantages of rural tourism in the recovery of tourism have emerged gradually. Nevertheless, little attention is paid to the preference of rural tourism tourists in the background of the pandemic situation. Thus, this study aims to examine the characteristics of Chinese rural tourists’ preferences in the post-pandemic period and its influencing factors. This study collected all tourist reviews during the Post pandemic period in five dominant travel websites in China, then conducted content analysis and mining with ROST Content Mining and ROST Emotional Analysis Tool. Finally, combined with real cases, this study further validates the rationality and applicability of the results and provides specific suggestions for the development of rural tourism. The result showed that risk perception brought by COVID-19 could impact tourists’ preference but influence less on tourists’ behavior after decision-making of traveling, meanwhile, tourists prefer experience-based or amusement-based products to sightseeing-based products. Eventually, suggestions for the recovery and development of rural tourism are presented based on the result.