杭州清河坊历史街区的旅游情感意象研究--基于入境和国内旅游者的比较  

A Research on Affective Image in Qinghe Block of Hangzhou: Based on Comparison of Inbound and Domestic Tourists

作　　者：吴俊 韩金珂 WU Jun;HAN Jinke(School of Tourism and Urban-rural Planning,Zhejiang Gongshang University,Hangzhou 310018,China)

机构地区：[1]浙江工商大学旅游与城乡规划学院,浙江杭州310018

出　　处：《旅游论坛》2020年第2期71-80,共10页Tourism Forum

基　　金：浙江省软科学研究计划“特色小镇的发展路径与模式研究”(2018C25017)。

摘　　要：文章以到访杭州清河坊历史街区的入境旅游者和国内旅游者为研究对象,通过对网络评论文本的情感分析方法对入境旅游者与国内旅游者的情感意象展开质性研究。文章应用Python语言测量情感意象,实现了对评论中的否定词、程度词、转折词及情感乘数的处理,突破了传统情感分析中操作不可定制的技术局限。研究结论表明:入境游客情感意象认知的去中心化特征较为明显;文化距离对旅游者情感感知有积极的促进作用;文化特色不充分为入境旅游者与国内旅游者的共同消极情感来源;基于词汇匹配技术的情感分析方法在本类型研究中有较大优势。基于结论,文章最后对清河坊历史街区发展提出了建议,并进一步探讨了旅游情感意象数据挖掘手段。As the core factor for creating tourist attractions, image is significant in enhancing competitive advantage when the competition in tourism is becoming increasingly fierce. However, in most of the current studies, the destination image is mainly obtained by questionnaires or statistical data. This method does not accurately depict the specific affective evaluation of tourists, also easily leads to subjective bias and false presupposition limited by the level of knowledge of the researcher. The rise of the Internet has created a new path for solving the above problems, the low cost, the large sample, the refined content of online reviews provide researchers with convenient and objective data collection channels. In the past decade, the results of using text analysis technology to research destination image has been gradually enriched, sentiment analysis technology is also becoming mature, but most of the research only uses content analysis to study the perception image instead of affective image. As a result, this paper attempts to use the sentiment analysis method based on lexical matching technology to increase the depth of affective image. Besides, historical and cultural blocks have become popular tourist destinations for inbound tourists because of their unique social, cultural, aesthetic and economic value among many types of the tourist destinations. However, the current research on historical blocks mostly pay little attention to the perceptions and attitudes of tourists, making some blocks excessive commercialization, lack of cultural experience, and not being positively perceived. The lack of perception analysis of inbound tourists also hinders the entry promotion of historical blocks. In view of this situation, this paper intends to cut in from the perspective of tourists and recognize and affect the image of tourists in historical blocks to explore inbound tourists’ preference, get more excellent output with more accurate resources and provide a guide for the future development of historical blocks.

关 键 词：历史街区 入境旅游者 情感意象 情感分析 

分 类 号：F592.7[经济管理—旅游管理]