关键词: 温泉旅游, 顾客满意度, 在线评论, 扎根理论, ISM

Abstract: With the increasing popularity of leisure tourism, hot springs tourism has gradually become an important presence as a scarce resource for both tourism and leisure. China has hot spring resources and a broad market developing rapidly everywhere. However, due to immature development models and blind investments by tourism developers, the development of hot spring tourism has exposed many problems. How to improve customer satisfaction becomes an urgent problem to be solved. Researches on hot spring tourism in China lack a comprehensive understanding of perceived factors and perceptions of tourists' satisfaction. There is a lack of quantitative analysis tools to further consider the influence relationship between factors. In addition, the current researches on the satisfaction of destination tourists do not take the characteristics of hot spring tourism into account, nor can it reflect the tourist's perception and evaluation of hot spring tourism scientifically and effectively.
Based on the above management practice and theoretical research needs, the customer satisfaction theory is taken as the research basis, and the tourist satisfaction of hot spring tourism is discussed from the perspective of hot spring tourists. Taking Tangshan Hot Spring in Nanjing as a case study, firstly, online review data was used to mine the factors affecting the satisfaction of hot spring tourists. Based on the grounded theory analysis of the review texts, the concept of the consumer is extracted and categorized, forming a systematic list of influencing factors and their impact on the satisfaction of tourists. On this basis, the interpretative structural model was used to discover relationships between these factors and determine the level of factors and the path of influence on satisfaction. Then the MICMAC method was used to classify and analyze the factors in the model, eliminating the factors that are not related to the system, and finally determining the customer satisfaction model.
The results show that the model contains 11 influencing factors, some of which rarely appear in the previous hot spring literature, such as "special resources", "target consumers", and "consumption emotion". It is found that the correlation between "price" and system is very small, and consumers are not sensitive to "price". In addition, the "target consumers" is the core of the system, and it provides the only way to transfer the impact from the lower to the higher levels. As for practical significance, hot spring managers are supposed to improve the environment quality and dig out specialties, conduct accurate marketing and focus on customers' experience and emotion.
The paper's results reveal the path and methods of improving the satisfaction, and provide effective suggestions for the development of hot spring tourism.

Key words: hot spring tourism, customer satisfaction, online reviews, ground theory, ISM mode