基于搜索引擎和数据挖掘的红色旅游景区感知图像——以延安市红色旅游景区为例  

The perception image of red tourist attractions based on search engine and data mining:a case study of Yan'an red tourist attractions

作　　者：何文瑾 HE Wenjin(National Research Center of Cultural Industries,Central China Normal University,Wuhan 430079,China)

机构地区：[1]华中师范大学国家文化产业研究中心,湖北武汉430079

出　　处：《武汉大学学报（工学版）》2024年第11期1669-1676,共8页Engineering Journal of Wuhan University

基　　金：国家社会科学基金一般项目(编号:18BTQ081)。

摘　　要：通过对游客网络评论的分析,基于中文关键词搜索,可以挖掘旅游群体对红色旅游景区的形象感知和情感强度,从而得出旅游群体对红色旅游景区的认知画像。以延安为例,基于携程和马蜂窝2个在线旅行社中与延安市13个红色旅游景点相关的7 500条在线评论,利用统计可视化、社会网络分析、扎根分析和IPA(importanceperformance analysis)探讨游客对延安红色旅游形象的感知,评估了游客关注延安红色旅游景点的情感元素,同时对各元素的强度进行了定量分析。Through the analysis of tourists'online comments,based on Chinese keywords search,the image perception and emotional intensity of tourist groups on red tourist attractions can be mined,so as to obtain the cognitive portrait of tourist groups on red tourist attractions.Taking Yan'an as an example,based on 7500online reviews related to 13 red tourist attractions in Yan'an in two online travel agencies(OTAs),Ctrip and Mafengwo.Statistical visualization,social network analysis,rooted analysis and importance-performance analysis(IPA)are used to analyze tourists'perception of Yan'an red tourism image,assesses the emotional elements of tourists'attention to Yan'an red tourist attractions,and quantitatively analyzes the intensity of each element.

关 键 词：红色旅游 形象感知 情感评价 旅游者行为 

分 类 号：F592[经济管理—旅游管理]