基于网络数据的景区投射与感知形象差异分析——以山西省晋中市乔家大院为例  

Analysis of the Difference between Projected and Perceived Image of Scenic Spots Based on Network Data:Take Qiao's Courtyard as an Example

作　　者：谭乐霖 TAN Yuelin(School of Business,Ludong University,Yantai 264025,Shandong,China)

机构地区：[1]鲁东大学商学院,山东烟台264025

出　　处：《旅游研究》2024年第5期62-71,共10页Tourism Research

摘　　要：以乔家大院景区微博和旅游电商游客评论的网络文本与图片为研究样本,采用文本分析和图片分析相结合方法,借助Rost Content Mining 6.0和Nvivo 10软件,对比分析目的地投射与游客感知形象差异,了解乔家大院景区遭摘牌处理的具体原因。研究发现:网络文本分析中,乔家大院投射与感知形象文本在高频词内容、情感和社会语义网络构成方面存在多种差异;网络图片分析中,乔家大院投射出有文化、有特色的目的地形象,游客则更加关注旅游体验;“景区投射与感知形象差异模型”中的“错位”区域是造成景区摘牌的重要原因,未来可针对该区域的组成要素采取相应措施。This paper takes the network text and pictures of Qiao's Courtyard Weibo and tourist e-commerce tourists comments as research samples,and adopts a combination of text analysis and picture analysis,with the help of dost Content Mining 6.0 and vivo 10 software,to compare and analyze the differences between the destination s projected and the tourists perceived images,and to understand the specific reasons why Qiao's Courtyard was cancelled“5A”scenic treatment.The study found that in the analysis of online texts,there are differences between the projected and perceived image texts of Qiao s Courtyard in terms of high-frequency word content,sentiment and social semantic network composition.In the network image analysis,Qiao s Courtyard projects the image of a destination with culture and characteristics,while tourists pay more attention to the tourism experience.The“mismatch”area in the“Projected and Perceived Image Model of Destinations”is an important reason for the cancellation of Qiao's Courtyard,and corresponding measures can be taken to address the components of this area in the future.

关 键 词：网络数据 投射与感知 旅游地形象 乔家大院 

分 类 号：F59[经济管理—旅游管理]