基于网络文本内容的南京“非遗”体验感知分析  

Analysis of Nanjing intangible cultural heritage experience perception based on network text

作　　者：杨艳[1] Yang Yan(Nangjing Institute of Railway Technology,Nanjing,Jiangsu,210015)

机构地区：[1]南京铁道职业技术学院,江苏南京210015

出　　处：《市场周刊》2021年第11期98-101,共4页Market Weekly

基　　金：江苏高校哲学社会科学研究项目“南京非物质文化遗产与旅游深度融合的产业转型路径研究”(项目编号:2018SJA0689)。

摘　　要：非遗体验旅游深入发展背景下,探知游客的游览体验质量对于非遗体验旅游开发意义重大。文章采用网络文本内容挖掘与分析方法,选取南京市代表性的非物质文化遗产景点——南京云锦博物馆、南京甘熙宅第为研究对象,以携程旅游网的景点点评内容为采集样本数据,运用ROST Content Mining软件,分析游客游览非遗景点的体验感知要素、质量及情感倾向。结果表明:景区当前仍然采用传统观光景点的营销策略,注重景区主题展示、文化特色的营造与宣传,缺乏游客体验需求定位,休闲功能及个性化服务水平尚不足。因此建议:探索"非遗+"资源开发新模式、发挥非遗项目进驻知名景区的优势、更新非遗文创产品设计理念与技术。Under the background of further development of intangible cultural heritage tourism,exploring the quality of tourist experience is of great significance to the development of intangible cultural heritage tourism.This paper adopted the method of network text content mining and analysis,selected the representative intangible cultural heritage scenic spots in Nanjing—Nanjing Yunjin Museum,Nanjing Ganxi Mansion as objects of study.Sample data were collected from scenic spot reviews on Ctrip by means of ROST Content Mining software,we analyzed the factors,quality and emotional tendency of tourists'experience and perception of intangible cultural heritage scenic spots.The results showed that the scenic spots still adopted the traditional marketing strategy,paid attention to the theme display,creating and publicizing the cultural characteristics,lacked tourist experience needs positioning,leisure functions and personalized services.Finally,we provided to explore a new mode of“intangible cultural heritage+”resource development,to give full play to the advantages of intangible cultural heritage projects stationed in well-known scenic spots,to update the design concept and technology of intangible cultural heritage creative products.

关 键 词：非物质文化遗产 南京市 网络文本分析 体验感知 

分 类 号：F590.3[经济管理—旅游管理]