从网络文本分析视角看田园综合体的旅游感知形象提升路径  

On Perceived Image of Rural Complex Based on Network Text Analysis

作　　者：陈明霞[1] 王清强[2] CHEN Ming-xia;WANG Qing-qiang(Zhejiang Business Technology Institute,Ningbo315012,China;Zhejiang Pharmaceutical College,Ningbo 315100,China)

机构地区：[1]浙江工商职业技术学院,浙江宁波315012 [2]浙江医药高等专科学校,浙江宁波315100

出　　处：《浙江工商职业技术学院学报》2021年第1期17-23,共7页Journal of Zhejiang Business Technology Institute

基　　金：2020年浙江省教育厅访问工程师项目“基于校企合作的以旅行社校内模拟门店为载体的产教融合综合型平台构建研究”(编号FG2020106);2020年度浙江省哲学社会科学规划课题“乡村振兴战略视阈下新型职业农民技能培训供给侧机制研究——以浙江省为例”(编号20NDJC223YB)阶段性研究成果。

摘　　要：以田园综合体为载体构建现代化农业产业体系、生产体系和经营体系,是推进乡村振兴战略的重要路径选择。以宁波达人村田园综合体为例,收集旅游网站与之相关的点评文本,借助ROST Content Mining 6和NVivo 11软件对网络文本进行分词、词频统计,生成词树状结构图和语义网络图,使用内容分析法,论证了达人村田园综合体的旅游感知形象的三大特征,提出田园综合体旅游感知形象提升策略:利用田园综合体的产业优势,打造更多具有农业农村特色的旅游吸引物、依靠有优势的儿童项目,积极带动亲子游、家庭游、以顾客需求为导向改变价格策略。Taking the rural complex as the carrier to build a modern agricultural industrial system,production system and management system is an important path to promote the Rural Revitalization Strategy.Taking the rural complex of Daren Village in Ningbo as an example,this paper collects the related comments on the tourism websites,uses the software of ROST Content Mining 6 and NVivo 11 to make word segmentation and frequency statistics on the network text,constructs the word tree diagram and semantic network diagram,and uses the content analysis method to study the perceived image of the rural complex,then finding the characteristics and making suggestions that we should make use of the industrial advantages of the rural complex to create more tourism attractions with agricultural and rural characteristics,rely on the advantageous children’s projects to actively promote parent-child travel and family travel and change the price strategy guided by customer demand.

关 键 词：田园综合体 旅游感知形象 网络文本 

分 类 号：F590[经济管理—旅游管理]