基于网络文本分析的旅游形象感知研究——以长沙为例  

Research on tourism image perception based on network text analysis:Taking Changsha as an example

作　　者：赵金金 孙玉梅 姜乃源 徐凤丹 王玉婕 ZHAO Jin-jin;SUN Yu-mei;JIANG Nai-yuan;XU Feng-dan;WANG Yu-jie(College of History,Culture and Tourism,Huaibei Normal University,Huaibei 235065,China;College of Tourism and Geography Science,Baicheng Normal University,Baicheng 137000,China;College of Tourism and Hotel Management,Dongbei University of Finance and Economics,Dalian 116025,China)

机构地区：[1]淮北师范大学历史文化旅游学院,安徽淮北235065 [2]白城师范学院旅游与地理科学学院,吉林白城137000 [3]东北财经大学旅游与酒店管理学院,辽宁大连116025

出　　处：《白城师范学院学报》2024年第2期82-89,100,共9页Journal of Baicheng Normal University

基　　金：安徽省高校优秀青年科研项目“群体差异化视角下旅游目的地品牌个性对游客行为意愿的影响机制研究”(2022AH030051);安徽省哲学社会科学规划项目“安徽省区域旅游经济增长质量的时空演化与协同提升研究”(AHSKQ2019D021);安徽省哲学社会科学规划项目“乡村振兴背景下大运河(安徽段)非物质文化遗产保护性旅游开发机制、模式与路径研究”(AHSKQ2022D077);淮北师范大学实验室开放项目“旅游目的地感知形象对大学生吸引力程度的ERP实验研究”(2021syk);吉林省教育厅科学研究项目“乡村振兴视角下吉林西部乡村旅游与生态经济协调发展研究”(JJKH20230025SK)。

摘　　要：目的地旅游形象关乎目的地吸引力及游客的选择,而准确地了解游客的旅游目的地形象感知,是有效提升旅游目的地形象的基础.以7个网站中2019—2020年游客视角下发表的242篇网络游记作为数据来源,利用网络文本分析法对长沙旅游形象感知进行了研究.结果表明:(1)长沙旅游形象可分为知名建筑和旅游景点、美味特色小吃、独特人文氛围和旅游体验三大主题;(2)橘子洲、臭豆腐、岳麓山、美食、茶颜悦色、太平街等对旅游者的吸引力较大;(3)旅游者对旅游吸引物、旅游设施和服务的感知较为深刻,而对旅游环境和氛围感知仍不足;(4)旅游者对长沙情感形象的积极、消极和中性情绪占比分别为64.78%、11.57%和23.65%,长沙仍存在不能给旅游者带来深刻体验感的问题.据此,提出长沙旅游形象提升策略,以促进长沙旅游业高质量发展.The tourism image of a destination is related to the attractiveness of the destination and the choice of tourists,and accurately understanding tourists’perception of the tourism destination image is the foundation for effectively enhancing the image of a tourism destination.Using 242 online travel notes published from the perspective of tourists in 7 websites from 2019 to 2020 as data sources,this study uses network text analysis to study the perceived tourism image of Changsha city.The following conclusions are drawn:(1)The tourism image of Changsha can be divided into three main themes:well-known buildings and tourist attrac⁃tions,delicious specialty snacks,unique cultural atmosphere and tourism experience;(2)Orange Island,stinky tofu,Yuelu Mountain,food,tea with a pleasant complexion,Taiping Street are more attractive to tourists;(3)Tourists have a deep perception of tourism attractions,facilities and services,while their perception of the tourism environment and atmosphere is still insufficient;(4)The proportion of positive,negative,and neutral emotions among tourists towards the emotional image of Changsha is 64.78%,11.57%and 23.65%respec⁃tively,so Changsha still has the problem that it can not bring profound experience to tourists.Based on these,strategies for enhancing the tourism image of Changsha have been proposed to promote the high-quality devel⁃opment of Changsha’s tourism industry.

关 键 词：旅游形象感知 网络文本分析 长沙 

分 类 号：F592.7[经济管理—旅游管理]