基于网络文本分析的舟山海岛民宿形象旅游感知研究  

Research on Tourism Perception of Zhoushan Island Homestay Image Based on Network Text Analysis

作　　者：邱诗瑜 郭旭 QIU Shiyu;Guo Xu(School of Economics and Management,Zhejiang Ocean University,316000,Zhoushan,Zhejiang,China)

机构地区：[1]浙江海洋大学经济与管理学院,浙江舟山316000

出　　处：《特区经济》2024年第5期144-147,共4页Special Zone Economy

摘　　要：存在新媒体传播的时代背景下,游客通过网络平台发表的网络本文,直观地反映了其对民宿的形象认知。本文运用网络文本分析方法,借助爬虫工具和ROST CM6.0软件,选取去哪儿网站上的舟山海岛民宿入住点评为研究对象,对舟山海岛民宿目的地形象进行研究和分析。研究结果显示,舟山民宿的旅游吸引物是游客印象中最显著的特点,展现了舟山民宿独特的海岛魅力。游客对舟山海岛民宿情感形象整体呈现积极正面的情绪。然而,在旅游环境中的环境卫生等方面存在中立和消极情绪。基于以上研究结果,本研究提出了具体建议:提升服务质量,打造特色品牌;坚持创新驱动,提升产品竞争力;坚持文化引领,提升产品内涵;坚持生态保护,提升产品可持续性。Under the background of new media communication,the network article published by tourists through the network platform intuitively reflects their image cognition of homestay.This paper uses the net-work text analysis method,with the help of crawler tools and ROST CM6.0 software,selects the Zhoushan Is-land B&B reviews on the Qunar website as the research object,and studies and analyzes the image of Zhoushan Island B&B destination.The research results show that the tourist attraction of Zhoushan homestay is the most prominent feature in tourists’impression,showing the unique island charm of Zhoushan homestay.Tour-ists show positive emotions towards the emotional image of Zhoushan island homestay.However,there are neu-tral and negative emotions in terms of environmental sanitation in the tourism environment.Based on the above research results,this study puts forward specific suggestions such as building characteristic brands,adhering to innovation-driven,enhancing product connotation,and adhering to ecological protection.

关 键 词：旅游形象感知 文本分析法 民宿 

分 类 号：F592.7[经济管理—旅游管理]