基于网络文本内容分析的乡村旅游形象感知研究——以济南朱家峪为例

Study on rural tourism image perception based on content analysis of travelers' web text—Taking Zhujiayu of Jinan as a case

运用网络文本内容分析法研究游客对乡村旅游目的地形象的感知,选取朱家峪古村作为案例地。通过百度、google等搜索引擎以及各旅游网站,获得关于朱家峪的网络评论347条,游记8篇,利用文本挖掘软件提取出游客对朱家峪感知形象的60个高频词汇,将其分为动机与行为、景区环境、景区景点、休闲娱乐、旅游产业要素等5类。研究发现,游客对朱家峪的旅游形象感知多倾向于积极方面,"闯关东""古村落"是最深刻的印象,消极感知来自于门票价格、旅游设施等方面。在此基础上进一步提出旅游基础设施的改造、古村文化的挖掘、营销方式的创新、服务人员的培训等乡村旅游目的地形象提升的建议。

An ancient village,Zhujiayu of Jinan,is taken as the case and content analysis of travelers＇ web text is conducted to investigate tourists＇ perception of the destination image of rural tourism. By the search engines such as Baidu and Google,tourism websites are visited and 347 online comments and 8 travel notes about Zhujiayu are collected,and 60 high-frequency words about tourists＇ perceived image of Zhujiayu are extracted by text mining software. The words are classified into five categories,such as motivation and behavior,scenic environment,scenic spots,leisure and entertainment,tourism industry factors. It is discovered that tourists＇ perceived image of Zhujiayu tends to be positive, ＂ braving the journey to the northeast＂ and ＂ ancient village＂ are the most profound impressions. Negative perception is mainly related with admission prices and travel facilities. Accordingly,suggestions are proposed for rural tourism destination image promotion in terms of the reconstruction of tourism facilities,the ancient village culture mining,marketing innovation and service personnel training.