Co-term matrix of main high-frequency words.

The rural B&B industry is a key component of rural tourism, local economic development, and the wider rural revitalization strategy. Despite the abundance of tourism resources in Yunnan, the B&B sector faces significant challenges. It is therefore imperative to accurately identify the most pressing issues within the current B&B industry and formulate appropriate solutions to advance Yunnan’s rural revitalization efforts. This study uses recent reviews of rural B&Bs on Ctrip.com and employs machine learning techniques, including Bert, CNN, LSTM, and GRU, to identify the key management challenges currently facing Yunnan’s rural B&B industry. An analysis is then conducted to identify the key stakeholders involved in the process of improving the management of Yunnan’s B&Bs. To assess the willingness of each stakeholder to support the improvement of the rural B&B industry, this paper establishes a three-party evolutionary game model and examines the dynamic evolutionary process of management improvement within Yunnan’s rural B&B industry. Two scenarios of evolutionarily stable strategies are analyzed, and parameters impacting stakeholders’ strategy choices are simulated and evaluated. The results show that: i) Improving the "human factor" is the top priority for the current management improvement because tourists are most concerned about the emotional experience. Operators need to focus on improving service attitude and emotional experience; ii) The main stakeholders in the current management optimization process of Yunnan B&Bs are the local government, B&B operators, and tourists. Under appropriate conditions, the evolutionarily stable strategy of (1, 1, 1) is reachable. iii) variables such as additional costs, tourists’ choice preferences, and government penalties significantly affect the strategy choices of stakeholders, especially B&B operators. This paper offers effective strategies for improving B&B management that can benefit the government, B&B operators, and tourists, and ultimately contribute to the promotion of quality rural revitalization. The paper not only identifies focal areas for improving B&B management in rural Yunnan, but also provides an in-depth understanding of stakeholder dynamics. As a result, it provides valuable insights to further the cause of quality rural revitalization.

乡村民宿产业是乡村旅游、地方经济发展以及更广泛的乡村振兴战略的核心组成部分。尽管云南拥有丰富的旅游资源，但其民宿产业仍面临诸多严峻挑战。因此，精准识别当前民宿产业中最迫切的问题，并制定适配的解决方案以推进云南乡村振兴工作，显得尤为关键。本研究抓取了携程网（Ctrip.com）上乡村民宿的近期评论，并采用机器学习技术，包括Bert、CNN、LSTM及GRU，以识别当前云南乡村民宿产业面临的核心经营管理难题。随后，研究分析了参与云南民宿经营管理优化进程的关键利益相关方。为评估各利益相关方支持民宿产业优化的意愿，本文构建了三方演化博弈模型，并探究了云南乡村民宿经营管理优化的动态演化过程。研究分析了两类演化稳定策略场景，并对影响利益相关方策略选择的参数进行了模拟与评估。研究结果显示：其一，提升“人文因素”是当前经营管理优化的首要任务，因游客最为关注情感体验，经营者需着重提升服务态度与情感体验质量；其二，当前云南民宿经营管理优化进程中的主要利益相关方为地方政府、民宿经营者与游客，在适宜条件下可达成（1,1,1）的演化稳定策略；其三，额外成本、游客选择偏好及政府处罚等变量，会显著影响利益相关方的策略选择，尤其对民宿经营者的影响最为突出。本文为民宿经营管理优化提供了可行策略，可惠及政府、民宿经营者与游客，最终助力高质量乡村振兴事业的推进。本研究不仅明确了云南乡村民宿经营管理优化的重点方向，还深入剖析了利益相关方的互动动态，因此可为高质量乡村振兴事业的发展提供极具价值的参考见解。