The Construction of Intelligent Emotional Analysis and Marketing Model of B&B Tourism Consumption Under the Perspective of Behavioral Psychology

Abstract

This manuscript constructs an intelligent sentiment analysis and marketing model for bed and breakfast (B&B) consumption based on a behavioral psychology perspective. Based on the LDA theme model, the theme features and keywords of the reviews covering user feedback are explored from the text data, and the theme framework of user sentiment perception is constructed by combining previous literature on user perception in the B&B market, and the themes of user online reviews are summarized in four dimensions: practical, sensory, cognitive, and emotional components of user experience. In this manuscript, GooSeeker software was selected for data crawling and ROST CM (ROST content mining) developed by Wuhan University was used for text processing. To improve the accuracy of text classification and improve the missing data, the online comment text is divided into sentences by symbols, and the text is divided into words based on sentences, and the spatial vector model and the text feature word weighting method of TF-IDF are used for vector representation, and the polynomial Bayesian classifier is called to identify the topics of sentences. The classical Theory of Planned Behavior (TPB) was used to analyze the influencing factors of the willingness to consume experiential B&B tourism, and countermeasure suggestions for the development of B&B tourism were proposed based on the research findings In the empirical testing stage, a questionnaire on the willingness to consume experiential B&B tourism was designed, and web research was chosen to collect the data. SPSS20.0 was used to conduct reliability analysis, factor analysis, correlation analysis, and regression analysis on the data, and AMOS statistics were used to establish a structural equation model to verify the influence path of willingness to consume experiential B&B tourism. Finally, the moderating path of willingness to consume experiential B&B tourism was verified by using multi-group analysis.