基于网络游记的日照旅游形象感知研究

Research on Tourism Destination Image Perception of Rizhao Based on Network Travel Notes

越来越多的旅游者借助网络搜索旅游目的地信息,尤为关注网络游记.旅游者通过网络游记获取的目的地形象感知在旅游决策中发挥着重要作用.在已有研究的基础上,借助ROST CM6软件,运用内容分析法对发表在各大知名旅游网站的日照游记进行文本分析,获取有意义的高频特征词,生成标签云和可视化的网络分析图,深入探究旅游者对日照旅游形象的感知状况;总结问题,认真反思,继而提出相应的建议,以期促进日照的旅游发展.

More and more tourists search for tourism destination information through the internet, they concern on the travel notes particularly. Tourism destination perception via the travel notes plays an important role in tourists decision-making. Based on other literatures and researchs, this paper discussed the network travel notes distributed on several famous web sites, with the help of software of ROST CM6. First of all, we got meaningful frequency characteristics, generated tag clouds and visualizing social net- work analysis diagram; and then explored deeply tourism destination image perception of Rizhao; finally, we summarized the problems, and put forward the corresponding countermeasures and suggestions in order to promote tourism development of Rizhao.