基于UGC数据挖掘与IPA分析的生态旅游景区形象感知评价  

Evaluation of ecological tourism scenic area image perception based on UGC data mining and IPA analysis

作　　者：江磊 李明峰 JIANG Lei;LI Mingfeng(College of Recreation Sports and Tourism,Beijing Sport University,Beijing 100084,China;College of Biological Science and Technology,Minnan Normal University,Zhangzhou 363000,Fujian,China)

机构地区：[1]北京体育大学体育休闲与旅游学院,北京100084 [2]闽南师范大学生物科学与技术学院,福建漳州363000

出　　处：《中南林业科技大学学报》2025年第4期171-180,共10页Journal of Central South University of Forestry & Technology

基　　金：国家自然科学基金项目(42271254);福建省高校哲学社会科学学科基础理论研究项目(JSZM2021040)。

摘　　要：【目的】生态旅游景区是推进生态文明建设和践行“两山”理论的重要空间载体,明晰及评价其旅游感知形象对于推动旅游目的地生态可持续发展和促进游客亲环境行为具有重要指导意义。【方法】选取国内知名生态旅游景区白水洋—鸳鸯溪为研究对象,以Python数据挖掘技术采集的国内主要在线旅游平台相关点评文本为数据源,利用TF-IDF算法、LDA主题模型等自然语言处理技术与IPA分析方法分析及评价其旅游感知形象。【结果】1)白水洋—鸳鸯溪景区旅游认知形象包括生态旅游资源、旅游服务设施、生态游憩活动、旅游体验评价和生态旅游环境5个主题维度;2)情感形象以正面积极情感为主,天然景色、亲子戏水活动和夏天避暑体验为积极情感主要来源,消极情感主要体现在景区管理服务水平和旅游消费性价比方面;3)整体形象呈“核心—外围”圈层结构,“自然景色”“奇特景观”形象为感知核心层,“玩水的天堂”形象为次级支撑层,“鸳鸯故乡”“猕猴乐园”等形象为重要外围层;4)IPA分析发现各形象要素表现性分值较高,而重要性分值较为分散。其中,亲子娱乐、景色风貌、气候条件、水上运动和水域条件为优势保持形象要素,价格费用为重点改进指标。【结论】从强化生态旅游品牌定位、丰富旅游产品供给、健全旅游配套服务、加强旅游安全保障等方面提出发展建议,为我国生态旅游景区的旅游形象建构与生态资源盘活利用提供科学借鉴。【Objective】Ecotourism destinations are critical spatial carriers for advancing ecological civilization and implementing the“Two Mountains”theory.Clarifying and evaluating their tourism perception image is of significant guiding importance for promoting the ecological sustainability of tourist destinations and encouraging tourists’pro-environmental behaviors.【Method】This study selected the well-known domestic ecotourism site Baishuiyang-Yuanyangxi as the case study location.Using review texts from major domestic online travel platforms collected through Python data mining technology as the data source,the tourism perception image is scientifically analyzed and evaluated using natural language processing techniques such as the TF-IDF algorithm and LDA topic model,along with the IPA analysis method.【Result】1)The tourism cognitive image of Baishuiyang-Yuanyangxi included five thematic dimensions:ecological tourism resources,tourism service facilities,ecological recreational activities,tourism experience evaluation,and ecological tourism environment;2)The emotional image is predominantly positive,with natural scenery,parent-child water activities,and summer cooling experiences being the main sources of positive emotions.Negative emotions primarily stem from the management service level and the cost-effectiveness of tourism consumption;3)The overall image exhibited a“core-periphery”structure:“natural scenery,unique landscapes”as the perception core layer,“water play paradise”as the secondary support layer,and“hometown of mandarin ducks”and“macaque paradise”as important peripheral layers;4)IPA analysis revealed that the performance scores of various image elements are relatively high,while importance scores are more dispersed.Among them,parent-child entertainment,scenic appearance,climate conditions,water sports,and water area conditions are advantageous image elements to maintain,while price and cost are key improvement indicators.【Conclusion】The study proposed development sugg

关 键 词：生态旅游 旅游景区 旅游形象 UGC数据 旅游休闲 

分 类 号：S788.21[农业科学—林学]