Semantic sentiment-based analysis of forest therapy satisfaction: a case study of Xiqiao mountain forest park

Satisfaction with forest therapy experiences serves as a key indicator for optimizing forest park service management. Investigating the satisfaction of tourists’ forest therapy experiences reflected in online reviews can provide a foundation for the management and service optimization of forest parks.

This study selected the Xiqiao mountain national forest park in Guangdong as the research object. User reviews uploaded by tourists were collected from Ctrip and Dianping tourism websites. Using network text analysis and sentiment analysis methods, high-frequency perceived features of forest therapy experiences were identified, and tourists’ emotional tendencies were quantified. The importance-performance analysis (IPA) method was employed to assess tourists’ perceived forest therapy elements and satisfaction levels.

User reviews showed a high proportion of positive expressions about Xiqiao mountain, with prominent perceptions of beautiful scenery, fresh air, and the Guanyin statue. Tourists also paid significant attention to park services and facilities. The proportion of positive emotions toward Xiqiao mountain park was 72.83%, and satisfaction with all wellness elements was rated as “very satisfied” or higher. However, service-related elements received a relatively high proportion of “dissatisfied” responses. Natural scenery and historical-cultural elements are the park’s strengths in forest therapy and should be highlighted in promotional efforts. In contrast, service facilities and transportation elements require significant improvements, while leisure and recreation elements can be enhanced, contingent on available resources.

In the future, the park can integrate unique resources such as Guanyin culture to design diverse forest therapy activities. Additionally, optimizing the guide system, traffic layout, and parking facilities, along with improving overall service quality, will provide tourists with a high-quality forest therapy experience.