基于网络游记的景区游客画像构建研究——以上海迪士尼乐园为例  

Research on the Construction of Tourist Portrait Based on Network Travelogue--Taking Shanghai Disneyland as an example

作　　者：周晋名 毛润泽[1] ZHOU Jinming;MAO Runze(The School of Tourism,Shanghai Normal University,Shanghai 200234,China)

机构地区：[1]上海师范大学旅游学院,上海200234

出　　处：《旅游论坛》2020年第3期34-45,共12页Tourism Forum

基　　金：国家社会科学基金青年项目“新型城镇化视角下我国休闲旅游功能区发展模式与机制研究”(13CGL083)。

摘　　要：游客画像是建立在海量数据基础上借助数学建模描述游客基本情况的标签化画像。文章基于景区游客网络游记,采用文本分析、隐喻提取技术(ZMET)等方法,从游客基本属性、人格类型和兴趣爱好三个维度构建景区游客画像,包括整体游客画像与典型游客画像,并以上海迪士尼乐园为例展开研究。研究结果表明:上海迪士尼乐园的整体游客画像为中产阶级,来自华东的富庶地区,喜欢在夏季和家人亲戚或同学朋友一同外出游玩,停留时间一般不超过三天。典型游客画像包含家人亲戚伴游型游客画像以及同学朋友伴游型游客画像。在此基础上指出了上海迪士尼乐园在经营管理方面需要注意的问题。该研究有助于景区通过网络游记了解其游客的基本情况和需求,提升其服务质量。In the era of big data, tourist portrait is used more and more widely, including in the field of tourism, and the concept of tourist portrait is derived from user portrait. Tourist portrait is based on the massive data and use mathematical modeling to describe the tagged portrait of the basic situation of tourists. As an effective tool for the precise positioning of target markets and the precise design and marketing of tourism products, tourist portrait is gradually applied in scenic marketing. On the basis of the existing research, this paper takes into account the fit of the model to the research purpose and the availability of data in the process of constructing the conceptual model of the tourist portrait.This conceptual model contains three dimensions: the basic attributes of tourists, the personality types of tourists, and the interests of tourists. Among them, the collection of tourists’ basic information is based on the tourist tag in the travel notes. The mining of the personality type of the tourists is based on the preference of the words and the emotional expression in the travel notes. The interest preference of the tourists is based on the metaphor extraction technology(ZMET),which is obtained by photo analysis uploaded by visitors in the travel notes. Based on the above three dimensions, the tourist portrait of the scenic spots is obtained. The tourist portrait includes the overall tourist portrait and typical tourist portrait. The overall tourist portrait is based on the basic attributes of the tourists, while the typical tourist portrait is extracted from the overall tourist portrait. The research results show that the overall tourist portrait of Shanghai Disneyland is female, middle class, from the rich areas of East China, like to play with family or friends in the summer, and the stay time is generally no more than three days. Typical tourist portrait is divided into portrait of family and relatives type tourists and portrait of classmates and friends type tourists. Among them, portrait of

关 键 词：游客画像 网络游记 人格类型 兴趣偏好 上海迪士尼乐园 

分 类 号：F592.7[经济管理—旅游管理]