旅游地感知结构重构——基于文本与复杂网络分析的研究

A Reconstruction of Destinations' Perception Structure Based on the Context and Complex Network Analysis

旅游地感知是旅游地理学研究的重要领域。文章将文本分析和复杂网络分析结合,从旅游者大量的自述文本中自下而上地分析感知旅游地要素与结构。研究定义了旅游地感知的22个要素,并总结为吸引物、旅游配套设施、公共环境和服务3个系统以及核心要素、期望要素和潜在要素3个层次,从实证的角度证明了旅游者对于旅游地的感知首先是环境整体,其次是功能性的因素,然后是最具有探索价值的因素,最后是旅游者认为具有一般价值的因素。

After more than thirty years of economic development, tourism has become one of the most important industries in Chinese society, and is expected to become an even more significant aspect of its development in the near future. Not just the industry but tourist behaviors have changed considerably in the new experience economy. The development of tourism has changed from a supplier to a customer-oriented model. Its sustainability depends on meeting tourists＇ demands and providing them with satisfaction. In addition, Information Technologies （IT） not only provide tourists with more opportunities to search for information and proactively select from options, but also offer researchers more routes towards understanding what tourists need from personalized products. There is therefore a need to focus on how to use IT to collect information about tourists, analyze their consumption habits and preferences, and provide products based on demand. Only by taking this approach can customers be satisfied and the industry develop sustainably in the era of experience. Based on this proposition, this thesis uses IT to analyze online narrative texts to explore the demand structure of tourists＇ destinations based on their perceptions. It is hoped that the results will add some important components to destination perception theory and be used in destination management. The data were obtained from the destination channel of the Website www.ctrip.com. All narrative appraisals about the destinations from November 1, 2008 to October 31, 2009 were downloaded using custom-made software. Context analysis was then used to analyze the filtered data. The theoretical coding forms the factors of destination perception, with each factor evaluated using semantic analysis. The network analysis method is then used to analyze the data and determine the internal structure of destination perception. Finally, the results were explained and discussed. This study identified 22 attributes which form the destination perception system. These attributes include resource-based tourist attractions, manmade tourist attractions, entertainment, sports, events, food service, lodging, shopping, tourist services, price, tourist facilities, tourist information, the economy, landscape, accessibility, transport in the destination, recreational places, public services, security, social life, resident attitudes, and climate. These attributes can be combined into three factors which form the system of destination perception. It also explores the structure of these attributes and divided them into three layers. The first layer contains the attributes forming core perceptions; these attributes are landscape, transport in the destination, and food services. The second is comprised by attributes expected and perceived by tourists, and these attributes include lodging, resident attitudes, price, shopping, social life and climate. The third layer consists of latent attributes, which are not expected but can be perceived; these attributes include manmade tourist attractions, entertainments, sports, events, tourist services, price, tourist facilities, tourist information, economy, accessibility, recreational places, public services, and security.