休闲旅游农业视角下基于网络评论的玫瑰园形象感知分析  

Image Perception Analysis of Rose Garden Based on Internet Comment from the Perspective of Leisure Tourism Agriculture

作　　者：杨潇洒 姜卫兵[1] 魏家星[1] YANG Xiaosa;JIANG Weibing;WEI Jiaxing(College of Horticulture,Nanjing Agricultural University,Nanjing,Jiangsu,China,210095)

机构地区：[1]南京农业大学园艺学院,南京210095

出　　处：《园林》2024年第2期72-78,共7页Landscape Architecture Academic Journal

基　　金：江苏省农业科技自主创新项目“休闲观光新业态下的苏南地区花海低成本周年配置技术研究”(编号:ZX2200388)。

摘　　要：新时代背景下,推动休闲旅游农业高质量发展是促进乡村振兴的有力举措。研究选择江苏玫瑰主题创意农园:南京玫瑰园、鹅湖玫瑰文化园和天下玫景,通过网络文本分析法,在大众点评、美团和携程网站获取2017年3月至2023年2月的有效网络文本共1 811条,结合实地调研,总结出三家农园的认知主题形象,构建园区形象负面情绪影响因素模型。分析发现:(1)影响玫瑰主题创意农园的负面因素包括内部因素和外部因素两方面:内部因素为景观质量、服务管理和附属设施的建设情况,外部因素为自然因素、交通条件和地理位置的影响。(2)存在问题:经营现状过度商业化,建设内容同质化严重,园区形象与建设性质错位,主题形象塑造不够鲜明。(3)提出改进策略:在内部经营建设方面,挖掘玫瑰文化,彰显农园特色;削减娱乐项目,合理设置门票;强调主体植物,增设硬质景观。在外部因素影响方面,整合周边资源,体现地方特色;调整开园时间,关注花期天气。Under the background of the new era,promoting the high-quality development of leisure tourism and agriculture is a powerful measure to promote rural revitalization.This article chooses Jiangsu rose theme creative farm:Nanjing Rose Garden,Ehu Rose Cultural Park and Tianguo Rose Garden,through online text analysis,a total of 1811 valid online texts were obtained from Dian-ping,Meituan and Ctrip from March 2017 to February 2023.Combined withfield research,the cognitive theme images of the three agricultural gardens were summarized,and the negative emotional impact factor model of the park image was constructed.The analysis found that:(1)The negative factors affecting the rose theme creative farm include internal factors and external factors:the internal factors are the landscape quality,service management and the construction of ancillary facilities,and the external factors are the influence of natural factors,traffic conditions and geographical location.(2)Existing problems include over-commercializa-tion of operation status,serious homogenization of construction content,misalignment of park image and construction nature,and insufficient theme image shaping.(3)Put forward the improvement strategy:in terms of internal management and construction,excavate the rose culture and highlight the characteristics of the farm;reduce entertainment items and set tickets reasonably;em-phasize the main plant and add hard landscape.In terms of external factors,integrate surrounding resources to reflect local charac-teristics;Adjust the opening time and pay attention to the weather during theflowering period.

关 键 词：休闲旅游农业 主题创意农园 玫瑰园 形象感知 网络评论 

分 类 号：TU986[建筑科学—城市规划与设计]