基于网络文本的游客目的地形象感知研究——以鸭绿江断桥为例  

Research on Tourist Image Perception and Behavior Characteristics Based on Internet Text Analysis——Take the Broken Bridge on the Yalu River as An Example

作　　者：马宁 Ma Ning(School of Management,Liaoning Normal University,Dalian Liaoning 116081)

机构地区：[1]辽宁师范大学管理学院,辽宁大连116081

出　　处：《北方经贸》2025年第1期151-155,共5页Northern Economy and Trade

摘　　要：近年来,中国红色旅游新业态发展迅猛,成效显著。据《2023年五一出游数据报告》显示,游客出游与消费意向偏低,红色旅游的游客黏性仍有待加强。本文以鸭绿江断桥景区作为研究对象,收集筛选相关旅游网站的在线评论,借助ROST CM6.0软件进行网络文本分析,并结合百度指数进行人群画像,综合形成游客针对红色旅游资源的形象感知与行为特征规律。在此基础上探讨鸭绿江断桥景区作为红色旅游资源在开发过程中存在的问题,并提出相应的建议,以期为规范鸭绿江景区管理、优化游客体验、提升红色景区文化影响力提供理论观照与实践指导。In recent years,the new form of red tourism in China has developed rapidly and achieved remarkable results.According to the“2023 May Day Travel Data Report”,tourists'travel and consumption intentions are low,and the tourist stickiness of red tourism still needs to be strengthened.This paper takes the Broken Bridge scenic spot of Yalu River as the research object,collects and screens online comments of related tourism websites,conducts network text analysis with the help of ROST CM6.0 software,and combines Baidu index to conduct crowd portrait,so as to comprehensively form tourists'image perception and behavioral characteristics of red tourism resources.On this basis,the problems existing in the development of Yalu River Broken Bridge scenic spot as a red tourism resource are discussed,and corresponding suggestions are put forward.It is expected to provide theoretical suggestions and practical guidance for standardizing the management of Yalu River scenic spot,optimizing tourist experience and enhancing the cultural influence of Red scenic spot.

关 键 词：红色旅游资源 游客行为特征 旅游形象感知 鸭绿江断桥 

分 类 号：F592.5[经济管理—旅游管理]