基于网络文本的TDI地域差异研究——以西安的国内旅游形象为例

The influence of distance on tourism destination image based on the network text:A case study on Xi'an domestic tourism image

基于网络论坛文本数据,采用内容分析和对应分析法,以关中、京津唐、长三角和珠三角地区游客对西安的旅游形象为靶标,对比研究距离对西安国内旅游形象的影响.结果表明:1旅游目的地形象(TDI)随着目的地与客源地之间(简称O-D对之间)距离的增加发生"瘦身"现象,形象词汇频率分布服从幂律衰减规律;2O-D对之间的距离差异会导致游客对同一目的地的认识和关注重点存在差异;3O-D对之间的距离对游客的旅游地整体评价影响较小,但对旅游景点吸引力有衰减作用,衰减速度与景点级别高低有关;4西安旅游形象可分为旅游吸引物、设施和服务、休闲娱乐、自然环境、社会环境、旅游地评价等6个维度;5西安旅游还处在"景点旅游"而非"城市旅游"阶段.

This paper researches on the influence of the distance between origin and destination on tourism destination image.To carry out this project,we collected the travel notes written by the tourists in different regions by data mining.And,content analysis technology was used to research the distance decay effect on Xi＇an TDI.The main conclusions are as follows：1）With the increase of the distance between origin and destination（O-D）,the tourism image vocabularies will become fewer and fewer.And,the vocabularies frequency distribution follows a power-law decay law.2）There are lots of differences in the understanding of the same destination by different regional tourists.3）The distance between O-D has little impact on the overall evaluation.But it makes the attractions of the tourist destination decay,and the rate of decay is related to the level of tourist attractions.4）TDI of Xi＇an can be divided into six dimensions：tourist attractions,facilities and services,leisure,natural environment,social environment and evaluation of tourist destination.5）Xi＇an tourism is still in the＂tourist attractions＂stage rather than＂city tour＂stage.