基于网络文本与IPA分析的太姥山旅游形象游客感知与官方传播对比分析  

Comparison of Tourists'Perception and Official Dissemination of Taimu Mountain Tourism Image Based on Network Text and IPA Analysis

作　　者：施婷婷 欧阳欢[1] 王帅 高菁菁 杨立娟[2,3] SHI Tingting;OUYANG Huan;WANG Shuai;GAO Jingjing;YANG Lijuan(School of Economics and Management,Minjiang University,Fuzhou,Fujian 350108;School of Geography and Oceanography,Minjiang University,Fuzhou,Fujian 350108;Institute of Remote Sensing Information Engineering,Fuzhou University,Fuzhou,Fujian 350108)

机构地区：[1]闽江学院经济与管理学院,福建福州350108 [2]闽江学院地理与海洋学院,福建福州350108 [3]福州大学遥感信息工程研究所,福建福州350108

出　　处：《武夷学院学报》2024年第5期39-46,共8页Journal of Wuyi University

基　　金：国家自然科学基金青年项目(72304127);福建省自然科学基金面上项目(2023J011413);福建省社会科学基金项目(FJ2023C037);福建省社会科学基金项目(FJ2024C075);福建省乡村振兴研究会开放课题(2021XCZX02);福建省发树慈善基金会资助研究项目(MFS23001);闽江学院引进人才科研项目(MJY21018)。

摘　　要：互联网时代,大数据已成为获取和传播旅游形象的重要工具,大量网络文本为研究旅游形象提供了全面且科学的数据。研究旅游形象对于提高旅游经济质量及旅游服务品质,构建更为完善的旅游服务体系具有重要意义。以太姥山为研究区,以游客在线评论和网络游记以及官方传播文本为样本,利用ROST Content Mining软件进行文本分析,对比研究太姥山游客感知形象与官方传播形象。在此基础上,构建IPA模型,划分供给过度区、重点改进区等象限。研究表明:太姥山的旅游形象包括旅游吸引物、旅游环境与氛围、旅游设施与服务、历史与文化等4个主题。官方与游客对于太姥山的情感评价皆以中性评价为主,其次为积极评价,最后为消极评价。官方对于太姥山的整体形象评价较为全面,但游客对太姥山的整体形象评价则是凝聚于旅游资源。太姥山的官方营销投射现阶段可以划分为供给过度区、重点改进区两个区域。研究结果可为太姥山旅游可持续发展提供对策建议。With the advent of the Internet era,big data has become an important tool for acquiring and communicating the image of tourism destinations.A large number of online texts provide comprehensive and scientific data for exploring the perception of tourism destination images.In addition,the study of tourism image is of great significance to improve the quality of tourism economy and tourism service quality,and to build a more perfect tourism service system.Taking Taimu Mountain as the study area and tourists'online comments and travelogues as well as official communication texts as samples,this paper utilized ROST Content Mining software for text analysis to compare the tourists'perception with the official dissemination image.On this basis,the IPA model was constructed to divide the quadrants such as oversupply area and key improvement area.The results showed that the tourism image of Taimu Mountain included four themes:tourism attraction,tourism environment and atmosphere,tourism facilities and services,and history and culture.Both official and tourists'sentiment towards Taimu Mountain were mainly neutral,followed by positive and finally negative.The official evaluation of the overall image of Taimu Mountain was more comprehensive.However,the overall image of Taimu Mountain was evaluated by tourists in favor of tourism resources.The official marketing projection of Taimu Mountain was divided into two areas at this stage:the oversupply area and the key improvement area.These results provide countermeasures and suggestions for the sustainable development of tourism in Taimu Mountain.

关 键 词：旅游形象 网络文本 IPA分析法 太姥山 

分 类 号：F592[经济管理—旅游管理]