文本挖掘的旅游地官方投射形象与游客感知形象差异——以昆明市为例  

Differences between Official Projected Image and Tourists’Perceived Image Based on Text

作　　者：张鹏杨[1] 郑婷 ZHANG Peng-yang;ZHENG Ting

机构地区：[1]云南大学工商管理与旅游管理学院,云南昆明650500

出　　处：《华侨大学学报（哲学社会科学版）》2022年第4期24-36,共13页Journal of Huaqiao University(Philosophy & Social Sciences)

基　　金：国家社会科学基金项目“旅游经济高质量发展多重锁定困境与破解机制研究”(20CJY049);云南省社会科学基金项目“云南旅游产业升级路径锁定与突破机制研究”(QN2018008);云南大学研究生科研创新项目“基于网络文本分析的云南省健康旅游目的地形象传播研究”(2020008)。

摘　　要：以昆明市为案例,运用内容分析及社会网络分析,选取官方宣传内容和游客游记的网络文本为数据源,探讨二者建构的目的地形象及其异同。研究发现:(1)官方宣传文本借以建构的目的地投射形象属性主要是“自然资源”“游客体验”“人文资源”“氛围”,而游客感知形象主要是“自然资源”“交通”“人文资源”“餐饮美食”;(2)官方宣传侧重内容的广泛性和全面性,游客感知注重游程中的细节和体验,游客感知形象中的一些认知维度在官方宣传文本中未充分体现;(3)官方投射形象及游客感知形象曲线呈幂函数分布,“长尾”特征明显;(4)官方投射及游客感知形象共现网络均呈“核心——次核心”发散的网络结构,但游客游记共现词汇网络较官方宣传略微紧凑,具有更多影响力的节点。Taking Kunming as an example,using content analysis and social network analysis,this paper selects the official publicity content and the network text of tourist travel notes as data sources to explore the destination image constructed by official organization and tourists and their similarities and differences.The research found that:(1)the destination projected images constructed by official publicity texts are mainly“natural resources”,“tourist experience”,“human resources”and“atmosphere”,while the tourists'perceived images are mainly“natural resources”,“transportation”,“human resources”and“food”;(2)the official publicity focuses on the universality and comprehensiveness of the content,and the tourist perception focuses on the details and experience in the journey.Some cognitive dimensions of tourists’perceived image are not fully reflected in the official publicity text,such as“food and drink”,“accommodation”and“traffic”,etc.;(3)the curve of official projected image and tourist perceived image shows power function distribution,with obvious“long tail”characteristics;(4)the co-occurrence network of the official projected image and the tourist perceived image shows a distributed network structure“from core to sub-core”,and the co-occurrence network of tourist travel notes is slightly more compact and more influential than official publicity.

关 键 词：游客感知形象 官方投射形象 形象差异 

分 类 号：F590[经济管理—旅游管理]