武夷印象:基于网络文本的旅游目的地形象感知研究  

Wuyi Impression: Study on Tourist Destination Image Perception Based on Network Text Analysis

作　　者：丁鑫[1,2] 汪京强[1,2] 王晓燕[3] DING Xin;WANG Jing-qiang;WANG Xiao-yan(Huaqiao University College of Tourism,Quanzhou 362021,China;Huaqiao University Nation Tourism Virtual Simulation Experiment Center,Quanzhou 362021,China;Economic and Management Institute,Quanzhou Textile and Garment College,Quanzhou 362700,China)

机构地区：[1]华侨大学旅游学院,福建泉州362021 [2]华侨大学国家级旅游虚拟仿真实验中心,福建泉州362021 [3]泉州纺织服装学院经管系,福建泉州362700

出　　处：《资源开发与市场》2019年第1期127-132,共6页Resource Development & Market

基　　金：国家社科基金项目(编号:16CGL027);福建省社科规划项目(编号:FJ2016C134);福建省教育厅中青年教师教育科研项目(编号:JAS170026)的阶段性成果;华侨大学实验教学改革与建设项目(编号:2017X0145)

摘　　要：以武夷山为案例地,通过筛选整理旅游网站相关游记,使用ROST Content Ming软件进行分词、高频词汇统计和语义网络分析,得出游客对武夷山的深刻感知要素,然后通过扎根理论进一步研究武夷山在旅游者心目中的情感感知形象。研究发现:游客对武夷山旅游形象的感知主要体现在旅游吸引物、旅游环境与氛围、旅游设施与服务、旅游管理等4类。游客对武夷山的情感态度整体上趋于良好,对武夷山的自然景观评价较高,对景区个别景点、旅游设施、服务等方面存在一定的消极感知。在此基础上,提出景区应加强自然景观保护,完善住宿、饮食和游览设施,开发旅游与文化相融合的产品来进一步完善游客的体验。This paper took Wuyi Mountain as a case study to obtain the tourists' deep perception elements through sorting out the related travel notes from travel websites by using Rost Content Mining software for the statistic of word segmentation and high-frequency vocabulary statistics and the analysis of the semantic web.In addition,the emotional perception image of Wuyi Mountain in mind of tourists was further studied through the grounded theory.The results showed that:①The tourists' perception image of Wuyi Mountain could be summarized to four categories,including tourism attractions,tourism environment and atmosphere,tourism facilities and services,and tourism management.②The emotional perception of tourists to Wuyi Mountain was overall positive,while the natural landscape obtained the comparatively high evaluation.However,the tourists' perception of individual scenic spots,tourism facilities and services was negative.③In order to improve the tourists experiences,the scenic spots should strengthen the protection of natural landscape,improve the accommodation,cater and tourism facilities,and develop the integrated products of tourism and culture.

关 键 词：武夷山 网络文本 旅游目的地 形象感知 内容分析法 

分 类 号：F590.3[经济管理—旅游管理]