Construction of Service Quality Evaluation System for Homestay in Hunan Province Based on Text Analysis1

Driven by the dual forces of “Internet Plus Tourism” and the Rural Revitalization Strategy, homestays have become an important catalyst for local tourism transformation. However, existing research still lacks a visitor-centered perspective, and the evaluation system of service quality remains underdeveloped. Taking homestays in Hunan Province as the research object, this study analyzes 3,824 user reviews from the Ctrip platform. By integrating Latent Dirichlet Allocation and open coding, the study identifies 14 key service elements perceived by visitors. Through axial coding, these elements are further categorized into five core dimensions: service experience, accommodation quality & functional support, accessibility, affective psychological perception, and Cultural Fit & Visitor Engagement. A corresponding service quality evaluation index system is then constructed, and its reliability and validity are tested using SPSS and SmartPLS. The results not only enrich the theoretical framework of homestay service quality but also provide practical tools for industry regulation and service improvement.