基于网络文本分析的湖南茶文化旅游目的地形象感知研究  

Study on the Perception of Terrain Images of Hunan Tea Culture Tourism Destination Based on Network Text Analysis

作　　者：李克强[1] 王鹏[1] 林瑞莹 杨金华[1] LI Keqiang;WANG Peng;LIN Ruiying;YANG Jinhua(Hengyang Normal University,Hengyang 421010,China)

机构地区：[1]衡阳师范学院,湖南衡阳421010

出　　处：《茶叶通讯》2023年第4期554-559,共6页Journal of Tea Communication

基　　金：国家自然科学基金面上项目(41971177);湖南省开放平台衡阳师范学院基金项目(2022HSKFJJ020);湖南省创新创业教育中心平台项目。

摘　　要：基于乡村振兴战略,茶文化旅游越发受到关注。本文基于“认知-情感”模型,以携程网等平台收集游客对湖南茶文化旅游地的评论作为研究样本,采用文本分析法探讨了2021年1月至2022年8月旅游者对湖南茶文化旅游目的地的形象感知。结果表明旅游者对湖南茶文化旅游目的地形象的基本认知为茶园,主要茶文化旅游目的地为长沙、益阳等地;旅游者对湖南茶文化旅游目的地的情感形象以积极情感为主,美好的自然景观是游客积极情感的主要来源,消极情感感知具体反映在活动项目单一、服务态度有待提高以及景区门票昂贵等方面;旅游者对湖南茶文化旅游目的地的整体感知印象最深刻的是“茶园-体验-制茶”的过程,并收获了较好的反馈,形成了以积极情感为主的良好旅游前景。Based on the strategy of rural revitalization,tea culture tourism is receiving increasing attention.This paper takes tourists’comments on Hunan tea culture tourism destinations collected from platforms such as Ctrip as research samples,and uses text analysis method to study the image perception of Hunan tea culture tourism destinations by tourists from January 2021 to August 2022 based on the"cognition-emotion"model.The research results show that:(1)Tourists'basic perception of the image of Hunan tea culture tourism destination is tea garden,and the main tea culture tourism destinations are Changsha,Yiyang and other places.(2)Tourists'emotional images of Hunan tea culture tourism destinations are mainly positive emotions,and the beautiful natural landscape is the main source of tourists'positive emotion,and the negative emotion perception is reflected in the single activity item,the need to improve service attitude,and the high admission fees for scenic spots.(3)Tourists'overall perception of Hunan tea culture tourism destination is most impressed by the experience process of"tea garden-experience-making tea",which has gained good feedback and formed a good tourism prospect dominated by positive emotions.

关 键 词：旅游形象 茶文化旅游 网络文本分析 “认知-情感”模型 湖南 

分 类 号：S571.1[农业科学—茶叶生产加工]