基于网络游记的云南省旅游目的地形象季节性画像分析  

Seasonal Portrait Analysis of Yunnan Tourist Destination Image Based on Internet Travel Notes

作　　者：景铭 李晓燕 郁湧[1] 谢仲文 

机构地区：[1]云南大学软件学院,云南 昆明 [2]泰山学院外国语学院,山东 泰安 [3]泰山学院旅游学院,山东 泰安 [4]中国旅游研究院,北京

出　　处：《地理科学研究》2021年第2期152-162,共11页Geographical Science Research

摘　　要：旅游目的地形象主要指游客对旅游地的整体印象。网络游记是对旅游目的地形象最全面的描述方式之一,但它信息庞杂、形制不一的特征使得难以人工分析,且缺乏直观系统的结论;此外,传统的旅游目的地形象分析是整体的、静态的,特别是季节性分析不够深入,因此容易将时令性的特征当成普遍特征。为解决这两个问题,本文将2015年至2019年携程网上云南的13,033篇游记,通过自然语言处理的方式,在整体分析的基础上按照不同季节分别分析,同时得到云南的静态与动态的旅游目的地形象,并以季节为基本单位对游客基本信息、高频词、感情色彩等进行分析和对比,以捕获不同季节旅游业的不同特征。季节性画像分析为精准理解游客不同季节的需求和旅游产品创新等提供了有意义的参考。Tourist destination image (TDI) is tourists’ overall impression of the tourist destination. Travel notes are one of the most comprehensive and accurate descriptions of the TDI. However, they have too much information and too many different forms to be analyzed manually, which makes it hard to draw the intuitive and systematic conclusions. In addition, the traditional TDI analyzing task is holistic and static. Its seasonal analysis is not thorough enough, so it is easy to mistake the seasonal characteristics for the universal characteristics. In order to solve these two problems, this paper analyzes 13,033 Yunnan travel notes on Ctrip from 2015 to 2019. This paper uses natural language processing for overall analysis and season-based analysis to get both the static TDI and the dynamic TDI. This paper takes season as the basic unit, then analyzes and compares the basic information of tourists, high-frequency words and emotion of travel notes to capture the different characteristics of tourism in different seasons. Seasonal portrait analysis provides a meaningful reference for accu-rately understanding the needs of tourists in different seasons and innovating tourism product.

关 键 词：旅游目的地形象 自然语言处理 云南 季节 

分 类 号：F59[经济管理—旅游管理]