洪洞大槐树景区形象感知研究--基于网络文本的分析  

Research on Tourism Destination Image Perception of Hongtong Dahuaishu Scenic Spot:Based on Web Text Analysis

作　　者：乔美华[1] 宋鹏飞 张世杰 QIAO Meihua;SONG Pengfei;ZHANG Shijie(Shanxi Vocational College of Tourism,Taiyuan 030031,China;Shanxi University of Finance and Economics,Taiyuan 030006,China)

机构地区：[1]山西旅游职业学院旅游管理系,山西太原030031 [2]山西财经大学文化旅游学院,山西太原030006

出　　处：《山西经济管理干部学院学报》2021年第1期29-35,共7页Journal of Shanxi Institute of Economic Management

基　　金：国家社会科学基金项目“文化旅游需求与产品创新系统建设研究”(15BGL116)。

摘　　要：洪洞大槐树作为全国唯一民祭圣地,近几年景区建设得到明显提升,其给游客特别的根祖情思得到了充分认可。文章基于文本分析法,收集整理游客在线点评数据文本,运用ROST CM 6.0软件对数据文本先后进行词频分析、长尾分析、情感分析和语义网络分析来呈现游客对洪洞大槐树景区形象和游客感知;结果发现,游客认知的洪洞大槐树景区——根祖情结凝重、实景演出感人以及情感认同突出;为此,景区应充分发挥大槐树的纽带作用,深化文旅融合,精益求精,进一步塑造和提升整体形象。As the only sacred place for people to worship in China,Hongtong Dahuaishu has been significantly improved in the construction of scenic spots in recent years,and its special root ancestor culture has been fully recognized.Based on the text analysis method,by frequency analysis,long tail analysis,sentiment analysis and semantic network analysis of online text of the tourists′comments using ROST CM 6.0 software,this paper aims to present the visitors′image and perception of the big pagoda tree.The results showed that Hongtong Dahuaishu was recognized by tourists with its solemn root ancester complex,touching live performance and strong emotional identification.Therefore,the scenic spot should give full play to the role of the big pagoda tree as a bond,deepen the integration of the cultural and tourism,and strive for excellence,further shaping and enhancing the overall image.

关 键 词：寻根旅游 形象感知 内容分析 网络评论 洪洞大槐树 

分 类 号：F59[经济管理—旅游管理]