情感分析视角下乡村旅游者分享信息的跨平台比较研究  

Cross-platform Comparative Research on Information Sharing among Rural Tourists from the Perspective of Sentiment Analysis

作　　者：范爽 史春云 黎浩 卞苏晴 李帆 FAN Shuang;SHI Chunyun;LI Hao;BIAN Suqing;LI Fan(School of Geography,Geomatics&Planning,Jiangsu Normal University,Xuzhou 221116,Jiangsu,China)

机构地区：[1]江苏师范大学地理测绘与城乡规划学院,江苏徐州221116

出　　处：《旅游研究》2025年第2期60-74,共15页Tourism Research

基　　金：国家自然科学基金面上项目“游憩功能在后生产主义乡村多元价值空间重构中的作用机制研究”(42071168);江苏省研究生科研与实践创新计划项目“网络新媒体对乡村旅游者信息行为及旅游决策行为的影响研究”(KYCX24_3030)。

摘　　要：文章选取苏州市三个乡村旅游地,以携程和抖音中相关分享信息为数据来源,采用LDA主题模型提炼形象主题,结合情感分析工具SnowNLP进行情感倾向分析。研究发现:新媒体平台已经成为乡村旅游者信息分享的重要途径,专业型和社交型两类平台既互补又各具优势。相较于专业型平台,社交型平台对旅游地和潜在游客的影响越来越大,乡村旅游者的信息分享行为既带动了流量,同时也受到热点流量的影响;主题分析发现,两类平台中,乡村旅游地信息分享内容呈现出形象趋同、个性鲜明的特点。两类平台中,旅游者对乡村核心旅游资源具有一致的认知,但社交型平台更关注旅游资源,而专业型平台涉及门票等旅游服务质量;情感分析发现,两类平台中乡村旅游地情感倾向整体趋于正面,但也存在一定差别。社交型平台比专业型旅游平台更强调用户之间的互动,负面情感的表达也更为显著,因此旅游者的反映更真实。Select three rural tourism destinations in Suzhou City,and take the related sharing in TikTok and Ctrip as the data source,adopt Latent Dirichlet Allocations(LDA)model to refine the image theme,and use SnowNLP to analyze the sentiment tendency.The study has found that:online platforms have become an important way for rural tourists to share information,and professional and social platforms complement each other and have their advantages.Compared with professional platforms,social platforms have an increasing influence on tourist destinations and potential tourists,and the information-sharing behavior of rural tourists drives the internet traffic flow as well as being influenced by hotspot traffic.Theme analysis reveals that the information-sharing content of rural tourism destinations in the two types of platforms presents a similar image and distinct personality.Tourists in the two types of platforms have a consistent perception of the core tourism resources in the rural tourism destinations,and tourists in the social platform are more concerned about tourism resources,while the quality of tourism services such as tickets will be involved in the professional platform.Sentiment analyses show that the overall sentiment tendency of rural tourism destinations in the two types of platforms tends to be positive,but there are also certain differences.Social platforms emphasize the interaction between users more than professional platforms,so the expression of negative emotions is more significant and the reflections of tourists are more realistic.

关 键 词：乡村旅游 分享信息 携程旅行网 抖音短视频 情感分析 

分 类 号：F59[经济管理—旅游管理]