基于网络文本分析的旅游目的地形象差异研究——以运城市为例  

Research on the Difference of Tourism Destination Image Based on Network Text Analysis:Taking Yuncheng as an Example

作　　者：董洁芳[1] 屈学书[1] 邓椿[2,3] Dong Jiefang;Qu Xueshu;Deng Chun(Department of Cultural and Tourism,Yuncheng Shanxi 044000,China;Department of Economics and Management,Yuncheng University,Yuncheng Shanxi 044000,China;School of Economics&Management,Northwest University,Xi'an Shaanxi 710127,China)

机构地区：[1]运城学院文化旅游系,山西运城044000 [2]运城学院经济管理系,山西运城044000 [3]西北大学经济管理学院,陕西西安710127

出　　处：《未来与发展》2020年第3期106-112,共7页Future and Development

基　　金：山西省软科学研究计划项目(2018041016-6);国家社科基金项目(18BJY120);山西省哲学社会科学规划课题(2019B390);山西省社科联课题(SSKZDKT2019152);运城学院重点学科课题(XK-2018063)。

摘　　要：旅游目的地形象塑造是旅游优质发展的必要前提。以运城市为例,利用网站游客生成内容(TGC)及官方网站宣传资料,运用文本分析法对旅游目的地旅游感知形象和投射形象的差异进行分析。研究发现,运城市旅游形象可以分为旅游吸引物、旅游基础设施、城市氛围和旅游环境4个维度。游客对旅游基础设施较感知印象深刻,而官方宣传更强调旅游环境的重要性。旅游形象语义网络对比表明,游客感知和官方宣传差异较大的方面体现在游客关注景区,而官方更偏好从建设和发展的角度宣传。The image of tourism destination is a necessary prerequisite for the high-quality development of tourism.Taking Yuncheng as an example,based on the website tourist generated content(TGC)and official website propaganda materials,this paper used text analysis method to analyze the differences of tourism destination perception image and projection image.The study found that the tourism image of Yuncheng can be divided into four dimensions:tourism attraction,tourism infrastructure,urban atmosphere and tourism environment.Tourists are more impressed by the perception of tourism infrastructure,while official propaganda emphasizes the importance of tourism environment.The comparison of tourism image semantic network shows that the difference between tourists’perception and official propaganda is reflected in the tourists’attention to scenic spots,while the official prefers to propagate from the perspective of construction and development.

关 键 词：旅游目的地 形象差异 网络文本 运城市 

分 类 号：F592.7[经济管理—旅游管理]