基于网络评论的景区负面形象及相关策略研究——以大连圣亚海洋世界为例  

Research on Negative Image of Scenic Spots and Related Strategies Based on Network Comments——a Case of Dalian Sunasia Ocean World

作　　者：宋书楠[1] 常改欣 SONG Shunan;CHANG Gaixin(College of History Culture and Tourism, Liaoning Normal University, Dalian Liaoning 116000)

机构地区：[1]辽宁师范大学历史文化旅游学院,辽宁大连116000

出　　处：《首都师范大学学报（自然科学版）》2020年第5期47-52,83,共7页Journal of Capital Normal University：Natural Science Edition

基　　金：辽宁省社会科学规划基金项目(L17BJY009);大连市社科联项目(2019dlskyb048)。

摘　　要：随着互联网技术的迅速发展,旅游与互联网的联系愈加紧密,网络评论成为旅游研究的重要参考依据.网络评论反映了游客对景区的印象和看法,是景区形象的重要反映.而负面评论则体现了景区的负面感知形象,对于景区发现问题,改善管理具有更直接的指导意义.论文采用内容分析方法,对携程旅行网上关于大连圣亚海洋世界的网络负面评论进行研究,将评论内容进行结构化处理,形成景区总体体验、核心吸引物、具体场馆与项目和经营管理4个一级类目和对应的19个二级类目,根据各类目的负面评论单元的数量与主要观点,归纳得到游客感知的圣亚海洋世界景区负面形象,并分析其形成原因,最后提出突出景区特色、提升表演品质、加强场馆维护与完善管理的建议.通过探索海洋表演类景区负面形象的主要感知因素和形成原因,丰富了景区形象研究的内容,也为该类景区形象提升提供了理论依据.With the rapid development of the internet,the relationship between tourism and the internet gets closer,therefore online comments become important references of tourism research.Online comments,which reflect tourists′impression and view,are important reflections of the image of the scenic area.However,the negative comments,which reflect the adverse perceptive image of the scenic area,are direct instructions for the scenic area to find problems and improve management.This paper uses the content analysis to study the negative comments on Dalian Sunasia Ocean World on ctrip’s website.The comments are structured to form four first-level categories of overall experience,core attraction,specific venue and projects,operation and management,and nineteen second-level categories.According to the number and main points of negative comments of each category,the negative image of Sunasia Ocean World perceived by tourists and the reasons for its formation are summarized.Meanwhile,suggestions are put forward such as highlighting the characteristics,improving performance quality,strengthening venue maintenance and improving management.By exploring the main perceptual factors and forming reasons of the negative image of the ocean performance scenic area,it enriches the research content of the scenic area image,and provides a theoretical basis for the image enhancement of such scenic areas.

关 键 词：网络评论 景区负面形象 大连圣亚海洋世界 内容分析 

分 类 号：F592.6[经济管理—旅游管理]