基于网络文本的民族特色村寨旅游形象感知研究——以羊茸哈德村为例  

Perceptions of the Tourism Image of Ethnic Villages Based on Online Texts:A Case Study of Yangronghade Village

作　　者：蒋思玮 黄诗艺 陈嘉文 李西[1] JIANG Si-Wei;HUANG Shi-Yi;CHEN Jia-Wen;LI Xi(College of Landscape Architecture,Sichuan Agricultural University,Chengdu 611130,Sichuan,China;College of Resources,Sichuan Agricultural University,Chengdu 611130,Sichuan,China)

机构地区：[1]四川农业大学风景园林学院,四川成都611130 [2]四川农业大学资源学院,四川成都611130

出　　处：《长江师范学院学报》2025年第1期82-90,共9页Journal of Yangtze Normal University

基　　金：四川省哲学社会科学重点研究基地地方文化资源保护与开发研究中心一般项目“岷江上游藏羌传统村落文化景观遗产保护与发展研究”(DFWH2021-019);四川省哲学社会科学重点研究基地现代设计与文化研究中心一般项目“藏彝走廊嘉绒地区传统藏族村落文化景观保护与发展研究”(MD21E014);四川省教育厅人文社科重点研究基地四川景观与游憩研究中心重点项目“乡村振兴视域下嘉绒藏区传统村落景观地域特色与景村融合发展研究”(JGYQ2022018)。

摘　　要：以川西北藏区的民族特色村寨羊茸哈德村为案例地,通过使用Python网络爬虫技术获取整理旅游网站的相关网络文本,运用ROST-CM6软件进行词频统计分析、语义网络分析和情感分析,研究游客对民族特色村寨的旅游形象感知。研究发现:游客对羊茸哈德村的整体形象感知是积极的,表现为村寨的景观风貌感知、活动体验感知、特色文化感知和服务质量及基础设施感知4个方面,正面感知主要来源于羊茸哈德村的自然生态景观和民族文化风情。游客对羊茸哈德村的情感态度整体上趋于良好,积极感知远大于消极感知;部分游客在旅游体验与氛围、旅游设施及服务、旅游路途及交通等方面持消极态度。根据网络文本分析结果,结合村寨的发展现状和现实意义,提出建议:村寨旅游应明确村寨品牌定位,发展特色旅游产品;完善配套基础设施,提升服务管理水平;注重宣传导识媒介,加强文化氛围营造。This paper takes Yangronghade Village,an ethnic village of northwest Sichuan Province,as a case study to analyze tourists’perceptions of the tourism image of ethnic villages.Python is used for the analysis of relevant web texts from tourism websites through word frequency analysis,semantic network analysis,and ROST-CM6 is sused for sentiment analysis,which finds that tourists generally hold a positive perception of Yangronghade Village,which is reflected in four key aspects:landscape,activity experiences,cultural characteristics,and service quality/infrastructure.The positive perceptions are largely driven by the village’s natural ecological environment and ethnic cultural customs.Overall,tourists’emotional attitudes towards the village are predominantly favorable,with positive perceptions outweighing negative ones.However,some negative sentiments were expressed regarding tourism experiences,the atmosphere,facilities and services,and transportation routes.Based on the network text analysis and the village’s current development situation,it is recommended that the village establish a clear brand identity,develop unique tourism products,improve infrastructure and service quality,and enhance media promotion to strengthen the cultural atmosphere.

关 键 词：民族特色村寨 旅游形象感知 网络文本 乡村旅游 羊茸哈德村 

分 类 号：F592[经济管理—旅游管理] TU982[经济管理—产业经济]