Analysis of Customer Satisfaction in Tourism Services Based on the Kano Model

Understanding customer needs is of great significance to enhance service quality and competitive advantage. However, for the tourism industry, it is still unclear how to mine service improvement strategies from tourist-generated online reviews. This paper aims to develop a data-driven approach to conduct a fine-grained dimension analysis of customer satisfaction with tourism services. First, this paper uses Latent Dirichlet Allocation to explore the key dimensions of tourist satisfaction from online reviews. Next, based on the Chinese sentiment dictionary, tourists’ emotional attitudes towards each service dimension can be identified. Then, the backpropagation neural network is used to measure the complex relationship between tourists’ sentiment orientations towards different dimensions and their satisfaction. Finally, according to the improved Kano model, multi-dimensional attribute classification is realized to support the strategic analysis of tourism service quality improvement. The proposed method is empirically verified through a real tourism review dataset. The results exhibit the theoretical and practical implications of our method.