基于微博数据分析的西安旅游形象感知研究  

A Study of Tourists' Perception of the Tourism Image of Xi'an Based on Micro-blog Data

作　　者：杨敏[1] 李馨怡[1] 

机构地区：[1]西安财经学院商学院现代企业管理研究中心,陕西省西安市710100

出　　处：《曲阜师范大学学报（自然科学版）》2017年第1期81-88,共8页Journal of Qufu Normal University(Natural Science)

基　　金：国家自然科学基金(41401639);教育部人文社会科学青年基金项目(11YJC790234);国家旅游局旅游业青年专家培养计划课题(TYETP201560)

摘　　要：目的地旅游形象在吸引潜在游客、提升目的地竞争力上发挥着重要作用.该文通过采集游客在西安发布的微博数据,运用内容分析法和ROST词频分析软件深入分析了国内游客对西安旅游形象的感知及其影响因素.研究发现游客对西安旅游形象感知集中在代表性景区,整体形象感知,游客情绪等.整体上游客对西安旅游形象感知良好,但也存在负面感知,其关键影响因素表现在天气、交通、景区人多等方面.运用微博数据对西安旅游形象感知进行系统研究有助于相关管理部门明确西安旅游形象的定位以及针对性地实施旅游形象提升工作.With the r tourism destinations are apid development of tourism and the fierce market competition,the images of the playing an increasingly important role in attracting potential tourists and enhancing the competitiveness of the destinations. This paper intends to make an in-depth analysis of the domestic tourists＇ perception of the tourism image of Xi＇an and the influencing factors on it by collecting the miero-blog data published by tourists in Xi＇ an, using content analysis and ROST, the word frequency analysis software. The research has found that the tourists＇ perception of the tourism image of Xi＇ an centers around the representative areas, the overall image perception, and the tourists＇ expression words. In general,the tourists have a good perception of the tourism image of Xi＇ an. However there are also some negative perceptions, the key influencing factors are the weather, the traffic, and the overcrowding in scenic spots etc. Using micro-blog data to systematically study tourists＇ perception of tourism image of Xi＇an can help the administrative departments to decide on the tourism image of Xi＇ an clearly, and improve the tourism images.

关 键 词：微博 内容分析法 西安 形象感知 

分 类 号：F590[经济管理—旅游管理]