基于网络文本的烟台葡萄酒旅游形象感知研究  

Research on the Perception of Wine Tourism Image in Yantai City Based on Network Text

作　　者：杜莲 张颜辉 聂寒玉 赵志云 Du Lian;Zhang Yanhui;Nie Hanyu;Zhao Zhiyun(Yantai Institute of Science and Technology,Penglai 265600;Beijing Technology and Business University,Beijing 100048;Grape and Wine Industry Development Service Center,Penglai District,Yantai,Penglai 265600)

机构地区：[1]烟台科技学院,山东蓬莱265600 [2]北京工商大学商学院,北京100048 [3]烟台市蓬莱区葡萄与葡萄酒产业发展服务中心,山东蓬莱265600

出　　处：《中阿科技论坛（中英文）》2024年第10期23-27,共5页China-Arab States Science and Technology Forum

基　　金：山东省文化和旅游厅研究课题项目[23WL(Y)343];烟台市社会科学规划研究项目(YTSK-2022-259)。

摘　　要：文章基于携程、去哪儿、马蜂窝等旅游网站搜集的有效评论作为研究数据,运用网络文本分析法,通过定性和定量研究手段,探讨了游客对烟台葡萄酒旅游的认知和情感反应。研究结果显示,烟台葡萄酒旅游在游客心中形成了以葡萄酒为核心,融合历史文化、自然风光和高质量服务的综合性旅游形象。情感分析结果显示,游客普遍对烟台葡萄酒旅游持积极态度,但仍存在一些消极情感反馈,主要涉及服务与价格、设施与环境、信息互动和商业推广等方面。为进一步促进烟台市葡萄酒旅游产业的健康发展,文章提出了加强服务人员培训,提高服务质量的同时优化价格体系;加大投入改善旅游设施,打造舒适且具有特色的旅游环境;建立多渠道的游客信息反馈机制,利用新媒体平台加强与游客的互动交流;制定多元化的推广策略,挖掘烟台葡萄酒旅游的独特卖点等具体对策建议。Based on effective reviews from travel websites such as Ctrip,Qunar,and Mafengwo,this paper explores tourists'cognitive and emotional responses to Yantai wine tourism through network text analysis and qualitative and quantitative research methods.The research findings show that Yantai wine tourism has formed a comprehensive image in the minds of tourists,with wine as the core,and characterized by integrating history and culture,natural scenery,and high-quality services.The sentiment analysis results indicate that tourists generally hold a positive attitude,but there are still some negative feedback,mainly related to service and price,facilities and environment,information interaction and commercial promotion.To further promote its sound development,recommendations are proposed to strengthen the training of service personnel,boost service quality and optimize pricing system;Increase investment in improving tourism facilities to create a comfortable and distinctive environment;Establish a multi-channel feedback mechanism and strengthen interaction and communication with tourists through new media platforms;Formulate diversified promotion strategies so as to explore unique selling points.

关 键 词：葡萄酒旅游 旅游形象感知 网络文本分析 烟台市 

分 类 号：F590[经济管理—旅游管理]