基于网络游记分析的旅游感知识别研究——以昆明市为例  

A Study on Tourists’ Perceived Recognition Based on Network Travel Record Analysis——Taking Kunming As an Example

作　　者：彭鹏 王嘉学[1] 黄孝平 周莹 李虹 Peng Peng;Wang Jiaxue;Huang Xiaoping;Zhou Ying;Li Hong(School of Tourism and Geographical,Yunnan Normal University,Kunming Yunnan 650500,China;Yunnan University of Traditional Chinese Medicine,Kunming Yunnan 650500)

机构地区：[1]云南师范大学旅游与地理科学学院,云南昆明650500 [2]云南中医药大学,云南昆明650500

出　　处：《曲靖师范学院学报》2019年第6期56-62,共7页Journal of Qujing Normal University

基　　金：云南省科技计划专项项目“基于多学科高技术的云南‘城镇上山’研究与典型示范”(2012CA024)

摘　　要：当游客对旅游业要素的关注达到一定程度时,部分游客会在网络进行相应评价.因而,可通过游客的网络评论识别旅游地的关注点及其问题,从而为旅游地"发挥优势"和"补齐短板"提供依据.以昆明为研究对象,选取五大旅游电子商务平台昆明旅游评论为数据来源,运用内容分析法,对昆明旅游感知进行研究.结果表明:旅游者对昆明旅游总体满意度较高,其中旅游者对昆明的多民族文化、特色自然景观的感知程度较强,对"旅游购物"、"居民形象"、"环境卫生"三个方面的感知度极低.基于以上分析,提出昆明旅游要深度开发旅游产品,设计精品旅游线路;完善旅游基础设施,树立具有昆明地域特色的市场形象;创新旅游宣传推广方式,从而推动昆明国际旅游目的地的建设.When tourists pay attention to tourism elements to a certain extent,some tourists will make a corresponding evaluation on the network.Therefore,tourists’online reviews can be used to identify the concerns and problems of tourist destinations,so as to provide the basis for"advantages"and"short boards".Taking Kunming as the object of study,this paper selects tourism reviews five of major tourism e-business platforms of Kunming as the data sources,uses the content analysis method,and carries on the research to the Kunming tourism perception.?The results show that tourists are higher satisfied with Kunming tourism,among which tourists’have the stronger sense perception of Kunming’s multi-national culture and characteristic natural landscape,but they have the extremely low perception of"tourist shopping","resident image"and"environmental hygiene".Based on the above analysis,it is proposed that Kunming tourism should deeply develop tourism products,design boutique tourism routes,perfect tourism infrastructure,set up a market image with regional characteristics of Kunming,and innovate tourism propaganda and promotion methods?so as to promote the construction of Kunming international tourist destination.

关 键 词：旅游感知 内容分析法 网络游记 

分 类 号：F592.7[经济管理—旅游管理]