基于网络文本分析的旅游目的地形象感知研究——以新密伏羲山为例  

Research on tourism destination image perception based on network text analysis——Take Xinmi Fuxi Mountain as an example

作　　者：范曼莉 陈亚茹 陈楠[1,2] Fan Manli;Chen Yaru;Chen Nan(School of Culture and Tourism,Henan University,Henan University,Kaifeng Henan 475001;Research Center for Study Travel,Henan University,Kaifeng Henan 475001)

机构地区：[1]河南大学文化旅游学院,河南开封475001 [2]河南大学研学旅行研究中心,河南开封475001

出　　处：《北方经贸》2025年第4期149-155,共7页Northern Economy and Trade

摘　　要：基于人工智能与大数据技术逐渐普及的大背景,选取新密伏羲山为研究区域,通过爬虫软件爬取携程网游记及游客评论,获得大量网络文本信息,再借助内容分析法和ROST-CM6软件进行高频词、情感、语义网络分析,重点探索游客对于新密伏羲山的形象感知。结果表明:游客对新密伏羲山的基本认知是大峡谷、瀑布、空气,体现其卓越的山地旅游资源特色;游客对于新密伏羲山原有的自然资源禀赋、网红游玩项目、近郊的地理位置感知较优,评价均为积极情绪,消极情绪主要集中在基础旅游设施不完善、标示牌/周边配套不足、景区整体的服务品质一般、票价设置不合理等方面;整体的形象方面,新密伏羲山是近郊的优质短途游览地,天然氧吧、优美景色、休闲胜地是游客普遍的真实感知;在语义网络分析中,整体游客评论呈现“核心-次核心-再核心-最外圈”的圈层结构,以景色为中心时,景色-伏羲山、景色-大峡谷、景色-瀑布联系最为紧密。Based on the background of the gradual popularizat-ion of artificial intelligence and big data technology,this paper selects Xinmifuxi Mountain as the research area,crawls Ctrip's online travel notes and tourists'comments through crawler software,obtains a large amount of online text information,and then uses content analysis method and ROST-CM6 software to analyze high-frequency words,emotions and semantic networks,focusing on exploring tourists'image perception of Xinmifuxi Mountain.The results showed that:Tourists'basic cognition of Xinmifuxi Mountain is the Grand Canyon,Waterfall and Air,which reflects its excellent mountain tourism resource characteristics;Tourists'perception of the original natural resource endowment,Internet celebrity amusement projects,and geographical location of the suburbs of Xinmi Fuxi Mountain was better,and the evaluations were all positive.The negative emotions are mainly concentrated in the imperfect basic tourism facilities,insufficient signs/surrounding facilities,the overall service qu ality of the scenic spot,and the unreasonable ticket price setting.In terms of overall image,Xinmi Fuxi Mountain is a high-quality short-distance tourist destination in the suburbs,and natural oxygen bars,beautiful scenery,and leisure resorts are the common real perception of tourists;In the semantic network analysis,the overall tourist reviews present a circle structure of“core--sub-core--re-core--outermost circle”,and when the scenery is the center,the scenery-Fuxi Mountain,scenery-Grand Canyon,and scenery-waterfall are most closely related.

关 键 词：目的地形象感知 伏羲山景区 ROST-CM6分析法 

分 类 号：F592.7[经济管理—旅游管理]