基于深度学习算法的游客目的地意象感知研究——以九寨沟风景区为例  

The Schema of Destination Image Perception Based on Deep Learning:A Case Study of Jiuzhaigou Scenic Spot

作　　者：李莉 张捷[2] 李莎莎 LI Li;ZHANG Jie;LI Sha-sha(Jangho Architecture College,Northeastern University,Shenyang 110169,China;School of Geography and Ocean Science,Nanjing University,Nanjing 210023,China)

机构地区：[1]东北大学江河建筑学院,辽宁沈阳110169 [2]南京大学地理与海洋科学学院,江苏南京210023

出　　处：《安徽师范大学学报（自然科学版）》2021年第3期276-284,共9页Journal of Anhui Normal University(Natural Science)

基　　金：中央高校基本科研业务费(N2011001,N182410002-5).

摘　　要：目的地意象作为旅游研究的核心概念长期受到关注,然而传统视角的意象研究重视维度划分而忽略了游客感知的心理图式。计算机深度学习算法为研究提供了新的分析视角和方法,本文以旅游网站tripadvisor上九寨沟风景区评论为例,采用Leximancer深度算法构建基于游客视角的目的地意象感知心理图式。研究发现九寨沟评论包括55个核心概念,从游客视角出发分属七个意象主题,分别为游览过程、景观描述、景观评价、目的地评价、消费、意见建议和旅游体验。算法还得到了反映游客感知心理图式的意象主题间关系,其中景观描述与景观评价、整体评价与体验评价连接紧密,游客的意见建议与游览过程及消费更相关,主题间的联系分析拓展了传统目的地意象的研究。此外,研究通过东西方游客的目的地意象心理图式比较,发现不同文化背景的游客在景观关注点、基础设施需求和对拥挤的态度方面存在显著差异,结果可为目的地针对不同客源市场采用差异化的营销和服务方案提供实践指导。Destination image is a core concept of tourism research.While it is very important,the traditional researches on image dimension ignore the context of tourists'expression.Nowadays,deep learning algorithm provides a new perspective to study tourists'perception.Taking Jiuzhaigou scenic spot as an example,this paper adopts Leximancer to construct the psychological schema of tourists'perception of destination image from tourists'perspective.A total of 852 comments on Jiuzhaigou are captured from tripadvisor by web crawler technology.55 concepts are identified,and 7 themes are cluster:buses,lakes,beautiful,Jiuzhaigou,ticket,recommend and enjoy.The algorithm also helps us to understand the relationship between tourist image themes that reflect the schema of the tourist image perception,in which the landscape description and landscape evaluation,overall evaluation and experience evaluation are closely connected;the tourists'opinions and suggestions are more related to the tour process and consumption.The analysis of the relationship between the themes expands the traditional image dimension research.In addition,by comparing the schemas of tourists from east and west culture,this study finds that tourists from different cultural backgrounds have significant differences in their focus on destination images.This result can provide practical guidance for destinations to adopt differentiated marketing and service schemes for different source markets.

关 键 词：目的地意象 用户生成数据(UGC) 目的地网络意象 Leximancer 文化差异 

分 类 号：F59[经济管理—旅游管理]