基于网络文本分析的粤中四大名园旅游形象感知研究  

Research on Tourism Image Perception of the Four Famous Gardens in Central Guangdong Based on Network Text Analysis

作　　者：邓鑫坤 徐瑾[1] DENG Xinkun;XU Jin(College of Architecture and Urban Planning,Guangzhou University,Guangzhou,Guangdong,China,510006)

机构地区：[1]广州大学建筑与城市规划学院,广州510006

出　　处：《园林》2024年第6期133-140,共8页Landscape Architecture Academic Journal

摘　　要：游客的感知评价对于古典园林的活化利用和未来发展具有重要的指导价值。网络文本在旅行目的地形象研究中具有获取成本低、数据量大且直观真实等显著优势。以粤中四大名园为研究对象,通过八爪鱼采集器收集大众点评网、携程旅行网和去哪儿网的游客评价文本,结合内容分析法、Python jieba库和ROST CM6.0等,从评价差异、特征感知和形象变化三个方面对四大园林旅游形象进行系统分析,以期为岭南古典园林活化和发展提供决策参考。结果表明:(1)影响游客评价的积极因素主要集中在岭南特色、园林景观和惠民措施三个方面,消极因素集中在服务态度、预约提示、商业氛围和停车设施四个方面;(2)亲子群体占据旅游人群中重要比例,且出游时间集中在节假日;(3)近年来游客关注点从园林景点逐渐转向娱乐活动,包括拍照和汉服穿戴体验等。基于以上结果,从发挥优势、补齐短板、增强联动、挖掘特色提出岭南古典园林的整改与发展策略。Tourists’perceptual evaluation has an important guiding value for the revitalization,utilization and future development of clas-sical gardens.Network text has the signifi cant advantages of low acquisition cost,large data volume and intuitive authenticity in tourist destination image research.Four famous gardens in central Guangdong were taken as the research object,and the visitor evaluation texts from Dianping.com,Ctrip.com and Qunar.com through Octoparse were collected.Through content analysis and using tools such as Python jieba library and ROST CM 6.0,the tourism image of the four gardens was systematically analyzed from three aspects,evaluation differences,feature perception and image change,in order to provide decision-making references for the revitalization and development of classical gardens in Lingnan.The results showed that:(1)The positive factors affecting tourists’evaluation mainly focused on Lingnan characteristics,garden landscape and measures to benefi t the public,while the negative factors focused on service attitude,reservation hints,commercial atmosphere and parking facilities.(2)Parent-child groups took up an important proportion of the tourist population and were concentrated in the holidays.(3)Tourists’attention had gradually shifted from the garden attractions to the recreational activities in recent years,including taking pictures and the Hanfu wearing experience,etc.Finally,the rectifi cation and development strategies of Lingnan classical gardens were proposed from four aspects:playing advantages,improving weak links,enhancing cooperation and excavating distinguishing features.

关 键 词：岭南古典园林 粤中四大名园 旅游形象感知 网络文本分析 古典园林活化 

分 类 号：TU986[建筑科学—城市规划与设计]