基于网络文本分析的旅游目的地形象感知研究——以三亚市为例

The Tourism Destination of Image Research based on the Content Analysis——Take Sanya for Example

通过网络文本收集游客对旅游目的地形象的评价和感受,运用挖掘数据手段,得到游客感知目的地形象属性与特征,已成为研究旅游形象的重要途径。本文在对旅游目的地形象感知的相关理论研究回顾的基础上,以三亚为例,以知名旅游网站蚂蜂窝的文本数据作为样本,运用网络文本内容分析法,使用ROST CM6软件对游记文本内容进行分析,获取游客对三亚感知的相关信息。了解游客真实体验与感受,探讨影响旅游感知满意度的因素,并对三亚旅游发展提出了针对性的建议。

It has become an important way to study tourist destination image by collecting tourists’ evalua-tion and feeling of tourist destination image through web-based text and data mining to get the attribute and characteristics of tourist destination image. On the basis of reviewing related theories of tourism destina-tion image perception, this paper takes the data from Ma Fengwo, a well-known travel website, as a sample and Sanya as the object of study;calculates the information of Sanya ’s interactive website publicity image and tourist spot perceived image by content analysis and ROST statistical software;For visitors to sanya percep-tion of relevant information, understand tourists experience and feelings, and to explore the influencing factors of tourist satisfaction perception, and put forward the corresponding suggestion totourism develop-ment of sanya.