基于网络文本分析的重游意向旅游形象感知研究——以厦门鼓浪屿风景名胜区及北京故宫博物院为例  

Research on Tourist Perception of Revisit Intentions Based on Network Text Analysis:Taking Gulangyu Scenic Spot in Xiamen and Beijing Palace Museum as Examples

作　　者：春雨童 王传生[1] 计卫星[2] 邓宁 CHUN Yutong;WANG Chuansheng;JI Weixing;DENG Ning(School of Management and Engineering,Capital University of Economic and Business,Beijing 100070,China;School of Computer Science&Technology,Beijing Instiule of Technology,Beijing 100081,China;School of Tourism Management,Beijing International Studies University,Beijing 100024,China)

机构地区：[1]首都经济贸易大学管理工程学院,北京100070 [2]北京理工大学计算机学院,北京100081 [3]北京第二外国语学院旅游管理学院,北京100024

出　　处：《地域研究与开发》2021年第4期96-101,共6页Areal Research and Development

基　　金：北京市社会科学基金项目(20GLB028);首都经济贸易大学北京市属高校基本科研业务费专项资金项目。

摘　　要：从主要旅游网站爬取全国259家5A级景区的所有评论,再将从中筛选出的重游评论作为数据来源,综合运用网络文本分析法中的高频词、语义网络和情感分析等方法,获得重游游客最为关注的目的地感知形象,并选取重游评论最多的厦门市鼓浪屿风景名胜区及北京故宫博物院进行案例分析。结果表明:重游游客最为关心的是目的地独有的认知形象;重游吸引因素呈现“核心-次核心-外围”的三层结构;情感形象以积极为主,中性和消极情感比例小。重游文本分析能有效地揭示目的地重游形象。In this paper,all the comments on the 259 5A-grade scenic spots in China were crawled from some leading websites.The revisiting comments were selected as the data source,and used the high-frequency words,semantic network and sentiment analysis methods to obtain the destination image paid the most attention to by revisit tourists.The Palace Museum and Gulangyu,which have the most reviews of revisiting,were selected to conduct an empirical analysis.From the empirical analysis,the following conclusions were drawn:(1) Tourists are the most concerned with the unique cognitive image of the destination.(2) Attracting factors of revisiting presents the threelevel structure of "core-subcore-periphery".(3) The emotional image is mainly positive,and the proportion of neutral and negative emotions is low.The research findings of this paper show that the revisiting network text analysis can effectively reveal the revisit destination image.

关 键 词：重游意向 目的地形象 文本分析 厦门市鼓浪屿风景名胜区 北京故宫博物院 

分 类 号：F590.8[经济管理—旅游管理]