乡村振兴背景下民族村镇旅游地网络形象感知与优化——以芙蓉镇为例  

Perception and Optimization of Network Image of Tourism Destination in Ethnic Villages and Towns Under the Background of Rural Revitalization

作　　者：王晖 黄亚茜 WANG Hui;HUANG Yaxi(College of Economy and Management,Changsha University,Changsha Hunan 410022,China;Department of Tourism Management,Business School of Xiangtan University,Xiangtan Hunan 410005,China)

机构地区：[1]长沙学院经济与管理学院,湖南长沙410022 [2]湘潭大学商学院,湖南湘潭411105

出　　处：《长沙大学学报》2020年第1期73-77,共5页Journal of Changsha University

摘　　要：通过收集携程网站关于芙蓉镇的在线评论,借助ROSTCM软件进行高频词、情感倾向、语义网络的综合形象分析,发现游客对芙蓉镇整体旅游形象感知积极情感明显;游客对芙蓉镇旅游资源形象感知具有明显偏向性;游客对芙蓉镇旅游服务和设施认知形象存在消极情绪;游客对芙蓉镇门票的敏感度较高。根据以上结论从政府、企业和居民三个维度提出五点发展建议。this article collects online reviews of Furong Town on Ctrip website, and uses ROSTCM software to analyze the comprehensive image of the high-frequency words, sentiment orientation and semantic network to find tourists on Hibiscus. The overall tourism image of the town is positive and emotional;the tourists have a clear bias towards the image of Furong Town’s tourism resources;tourists have negative emotions about the tourism service and facilities of Furong Town;tourists are more sensitive to tickets to Furong Town. Finally, based on the above conclusions, five development proposals are proposed from the three dimensions of government, enterprises and residents.

关 键 词：民族村镇 网络形象 旅游感知 芙蓉镇 

分 类 号：F592.7[经济管理—旅游管理]