基于网络评论数据的旅游地意象感知研究——以桂林市独秀峰王城景区为例  

Perception Study of Tourist Destination Image based on Online Comment Data:A Case Study of Solidary Beauty Peak&Royal City Scenic Area in Guilin City

作　　者：蒋一涵 何瑶 

机构地区：[1]湖南大学建筑与规划学院 [2]桂林理工大学土木与建筑工程学院

出　　处：《建筑与文化》2024年第5期258-261,共4页Architecture & Culture

摘　　要：文章以桂林市人文旅游知名度相对偏低的困境为研究出发点,通过分析网络评论数据,使用词频分析、Word2vec词向量训练、K-Means聚类、TF-IDF关键词提取、文本情感分析等网络文本分析方法,分别测度桂林市独秀峰王城景区游客感知要素和情感态度,并以此表征旅游地意象。结果发现:(1)独秀峰王城景区的旅游地意象可分为空间意象感知和非空间意象感知两个层面,又可细分为空间属性感知、自然景观感知、人文景观感知、情感意向感知、旅游服务感知、历史文化感知和特色活动感知六个聚类;(2)景区服务和特色文化是独秀峰王城景区的独特竞争力;(3)游客对景区的满意度较高,少量消极情绪主要来源于门票价格、过度商业化等方面。研究为独秀峰王城景区的建设管理提供了理论依据,也为桂林市人文旅游的持续发展和智慧运营探索新路。This study focuses on the relatively low popularity of Guilin's Solidary Beauty Peak&Royal City Scenic Area in terms of cultural tourism.By analyzing online comment data and employing methods such as frequency analysis,Word2vec word vector training,K-Means clustering,TF-IDF keyword extraction,and text sentiment analysis,this study measures the elements of tourist perception and sentiment towards the Solidary Beauty Peak&Royal City Scenic Area,thereby representing the tourist destination image.The results reveal the following:(1)The tourist destination image of Solidary Beauty Peak&Royal City Scenic Area can be divided into two levels:spatial image perception and non-spatial image perception.Furthermore,it can be further categorized into six clusters,namely spatial attribute perception,natural landscape perception,human landscape perception,emotional intention perception,tourism service perception,and historical-cultural perception,and special activity perception;(2)The unique competitive advantages of the Solidary Beauty Peak&Royal City Scenic Area lie in its services and distinctive culture;(3)Overall,tourists exhibit high satisfaction with the scenic area,with few negative sentiments primarily stemming from ticket prices and excessive commercialization.This study establishes a theoretical framework for the establishment and administration of the Solidary Beauty Peak&Royal City Scenic Area,while additionally exploring innovative approaches to promote the sustainable growth and smart management of Guilin's cultural tourism sector.

关 键 词：旅游地意象 独秀峰王城景区 情感评价 网络文本分析 

分 类 号：F592.7[经济管理—旅游管理]