基于游客生成内容数据的境外游客对黄山风景区旅游形象感知研究  

Study on Overseas Tourists’Perceptions of Huangshan Mountain’s Tourism Image Based on Tourist-generated Contents

作　　者：杜双艳 汪希平 Du Shuangyan;Wang Xiping(College of Information Engineering,Fuyang Normal University,Fuyang 236041,China;Faculty of Languages and Linguistics,University of Malaya,Kuala Lumpur 50603,Malaysia;School of Foreign Studies,West Anhui University,Lu’an 237012,China)

机构地区：[1]阜阳师范大学信息工程学院,安徽阜阳236041 [2]马来亚大学语言暨语言学学院,马来西亚吉隆坡50603 [3]皖西学院外国语学院,安徽六安237012

出　　处：《黄山学院学报》2023年第6期32-38,共7页Journal of Huangshan University

基　　金：安徽省哲学社会科学规划项目(AHSKQ2022D192);阜阳师范大学信息工程学院校级项目(FXG2021SY01)。

摘　　要：通过集搜客(GooSeeker)采集猫途鹰(TripAdvisor)网站上境外游客对黄山风景区的旅游评价数据,从认知和情感两个维度开展境外游客对黄山风景区旅游形象感知研究。运用文本分析软件ROST-CM6的词频分析和语义共现功能对认知形象进行研究,发现境外游客对黄山风景区的认知形象主要表现在旅游自然资源、基础设施、自然环境和旅游活动等维度,且较为积极正面。利用该软件的情感倾向分析功能、英文文本情绪分析工具对情感形象进行综合研究,发现游客评论中积极情绪比例高达77.13%,整体情绪得分为82.6分,说明该景区在境外游客心目中情感形象较为积极。黄山风景区在面向国际市场进行旅游营销时应注重人文旅游资源的宣传,完善旅游基础设施,加强旅游市场的监管。Utilizing the GooSeeker data collector,this study investigates the perceptions of Huangshan Mountain among overseas tourists from both a cognitive and affective perspective through their tourism evaluations on the TripAdvisor website.The findings reveal that the cognitive image of Huangshan Mountain is perceived positively by overseas tourists,with significant attention attributed to its natural resources,infrastructure,natural environment,tourism atmosphere and activities.Regarding the affective image,77.13%of tourists expressed optimism in their evaluations,culminating in an overall emotional score of 82.6.Therefore,foreign tourists hold a favorable perception of Huangshan Mountain’s tourism image.Additionally,this study provides suggestions for the destination management organization of Huangshan Mountain,including enhancing the promotion of tourism cultural resources,improving tourism infrastructure,and strengthening regulatory mechanisms for tourism services and markets.

关 键 词：旅游形象感知 游客生成文本 数据分析 黄山风景区 

分 类 号：F592.7[经济管理—旅游管理]