基于网络评价的喀纳斯景区旅游形象感知研究  

Research on Perception of Tourism Image in Kanas Scenic Area Based on Internet Evaluation

作　　者：谭薇 时卉 由亚男[1] 葛守林 张鑫芮 TAN Wei;SHI Hui;YOU Yanan;GE Shoulin;ZHANG Xinrui(School of Tourism,Xinjiang University of Finance and Economics)

机构地区：[1]新疆财经大学旅游学院

出　　处：《上海节能》2025年第1期54-62,共9页Shanghai Energy Saving

基　　金：新疆维吾尔自治区自然科学基金项目“乡村振兴背景下新疆乡村旅游地多维重构过程、机理及优化路径”(2022D01B122);新疆旅游形象打造、传播与整体营销研究(2023ZJFLW09)。

摘　　要：旅游形象感知研究对景区旅游形象的传播与建设具有重要意义。以新疆阿勒泰地区喀纳斯景区为例,基于2015—2023年热门旅游网站上的评价数据,借助RM 6.0软件,运用文本内容分析法,基于“认知—情感—整体”理论,分别从认知形象、情感形象和整体形象3个方面对喀纳斯景区的旅游形象进行分析。结果表明,游客对喀纳斯景区的形象感知中,自然类景区以及旅游活动方面最受游客关注,人文景观、民族特色以及项目体验方面热度较低。对景区的整体感知以积极情绪为主,消极方面主要集中在基础设施建设、景区管理以及内部管理方面。因此,应增强景区特色体验项目,通过增加文创类旅游纪念品等方式提升游客对景区人文方面的关注度,同时,在加强基础设施建设,制定有针对性的管理制度以及合理控制物价这些方面进行改进。Research on tourism image perception is of great significance to the dissemination and construction of tourist image in scenic spots.Taking the Kanas Scenic Area in Altay Prefecture,Xinjiang as an example,based on the evaluation data on popular tourism websites from 2015 to 2023,with the help of RM6.0 software,using text content analysis method,and based on the"cognitive-emotion-holistic"theory,the tourism image of the Kanas Scenic Area is analyzed from three aspects:cognitive image,emotional image and overall image.The results show that among tourists'perception of the image of Kanas Scenic Area,natural scenic spots and tourism activities attract the most attention from tourists,while cultural landscapes,ethnic characteristics and project experience are less popular.The overall perception of the scenic spot is dominated by positive emo-tions,while the negative aspects are mainly concentrated in infrastructure construction,scenic spot manage-ment and internal management.Therefore,it is necessary to enhance the characteristic experience projects of the scenic spot and increase tourists'attention to the humanities of the scenic spot by increasing cultural and creative tourist souvenirs.At the same time,we should improve in strengthening infrastructure construction,for-mulating targeted management systems,and reasonably controlling prices.

关 键 词：新疆 喀纳斯 形象感知 文本分析法 

分 类 号：F59[经济管理—旅游管理]