基于网络文本内容分析的宁夏休闲农业开发与需求特征研究

Research on Leisure Agriculture Development and Demand Characteristics in Ningxia- Based on the Content Analysis of Network Text

采用内容分析法,利用ROST Content Mining软件对宁夏休闲农业景区(点)的基本信息和游客游记评价两方面的网络信息文本分别进行了词频分析、社会网络与语义网络分析和情感分析,得出高词频词组、共词矩阵和语义网络结构图,对休闲农业景区(点)的资源类型、旅游活动内容、空间分布等基本特征及游客需求特征和满意度等进行了分析,认为宁夏休闲农业具有资源集聚的空间指向特征和城市指向性特征,游客满意度高、评价高、需求度高,具有较大的发展空间。

Based on the content analysis method, taking Ningxia leisure agriculture web site and baidu as data sources, the paper analyzed the network text information of scenic area in Ningxia, obtained the high -frequency word phrases, word matrix and semantic network structure. Besides, the paper analyzed resource types, spatial distribution, tourist ac- tivities and other basic characteristics of leisure agriculture scenic area, and concluded that： the leisure agriculture in Ningxia has two directivity characteristics： resources and cities. Special catering, fishing, fruit and vegetable picking are the biggest attraction with national and local characteristics. Meanwhile, high tourists satisfaction, evaluation and de- mand have a larger development space. But features and product diversification should be further improved. Advertising should be strengthened, especially internet advertising. This paper is able to provide practice instruction for products structure, scale and marketing of leisure agriculture in Ningxia, so as to make an innovation in tourism research meth- ods.