基于旅游数字足迹的宁波植物园旅游形象感知与游客行为特征研究

On Tourism Image Perception and Tourist Behavior Characteristics of Ningbo Botanical Garden Based on Tourism Digital Footprint

以网络平台游客感知评价的文本和照片内容分析为手段,研究宁波植物园旅游形象感知与游客行为特征.结果表明:①园艺植物景观丰富多样、人文景观地域特色突出和主题活动可参与性强是游客体验后旅游形象的总体感知;②4,5月和10月为两个客流量高峰期,游客以亲子家庭为主要结伴方式,且赏景、拍照、游玩和亲近认知自然为游客的主要行为特征;③游客的情感态度总体偏向积极,但是也存在少数消极情感,其原因主要有园区拥堵和管理混乱等方面.今后植物园管理方应不断完善配套设施,提升服务管理质量;持续挖掘独特文化内涵,凝练园区主题特色.

Based on the analysis of the text and photo content of the visitor perception evaluation of the online platform,the tourism image perception and tourist behavior characteristics of Ningbo Botanical Garden were studied.The results show that,1)The richness and diversity of horticultural plant landscapes,prominent regional features of human landscapes,and strong participation in thematic activities are the overall perception of the tourist image after tourists experience;2)April,May,and October are the two peak passenger flows.Parent-child family is the main way of companionship,and viewing,taking pictures,playing,and getting close to nature are the main behavior characteristics of tourists;3)The emotional attitudes of tourists are generally positive,but there are also a few negative emotions.The main reasons are the congestion of the park and the confusion of management.In the future,the management of the Botanical Garden should continuously improve supporting facilities and improve the quality of service management;continue to explore unique cultural connotations and consolidate the theme of the park.