交旅融合背景下沿黄公路旅游形象感知测度研究——以陕西段为例  

Measurement of Tourism Image Perception of Highway Along the Yellow River Under the Background of Integration of Traffic and Tourism

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作  者:董亚娟[1] 王劲蕴 DONG Yajuan;WANG Jinyun(School of Economics and Management,Chang’an University,Xi’an 710064,China)

机构地区:[1]长安大学经济与管理学院,西安710064

出  处:《河南科学》2022年第10期1696-1703,共8页Henan Science

基  金:国家社会科学基金项目(18BJY195)。

摘  要:以沿黄公路陕西段为案例地,基于大数据挖掘技术,收集了百度指数和携程网、马蜂窝等知名旅游平台UGC数据,运用内容分析法进行词云图分析、社会语义网络分析和情感测度分析,探究沿黄公路旅游形象感知维度与网络结构.研究表明:(1)沿黄公路旅游形象感知以黄河、公路和沿线景区为主,滨河旅游资源特色突出.(2)感知分为旅游资源、基础设施、旅游氛围和旅游体验4个维度,呈现出强观光、重体验、弱文化的特征.(3)社会语义网络四层结构进一步反映了各感知要素的关联度,并验证了感知特征.(4)感知情绪整体以积极、中性为主,但也存在消极情绪.Taking highway along the Yellow River(Shaanxi section)as a example,based on the big data mining technology,this paper collected the Baidu index and UGC data of well-known tourism platforms such as Ctrip and Mafengwo.The content analysis method was used for word cloud analysis,social semantic network analysis and sentiment measurement analysis.The perceptual dimension and network structure of tourism image of highway along the Yellow River are explored.The results show as follows.(1)The tourism image perception of highway along the Yellow River is mainly based on the Yellow River,highways and scenic spots along the route,reflecting the distinctive characteristics of its riverside tourism resources.(2)Perception is divided into four dimensions:tourism resources,infrastructure,tourism atmosphere and tourism experience,showing the characteristics of strengthening sightseeing,emphasized experience,and weakened culture.(3)The four-layer structure of the social semantic network further reflects the correlation of each perceptual element and verifies the perceptual characteristics.(4)The overall perceived emotions are mainly positive and neutral,but there are also negative emotions.

关 键 词:交旅融合 旅游公路 沿黄公路 形象感知 社会语义网络分析 

分 类 号:F59[经济管理—旅游管理]

 

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