基于在线点评的黄山风景区旅游形象感知研究

Study on image perception of Huangshan Mountain based on online reviews

形象是旅游目的地的灵魂和生命,备受旅游理论研究者和实践者的关注。网络信息化时代背景、丰富的网络资源为旅游目的地形象研究提供了新的视角与素材。基于国内外旅游目的地形象相关研究文献的回顾,选取黄山风景区为案例地,并利用内容挖掘软件ROSTCM 6.0,对到到网中的游客点评进行文本分析,以探讨网络口碑传播的黄山旅游地形象。最后依据分析结果,提出黄山风景区管理与营销方面的建议,为景区管理者进行更精准的形象定位,完善旅游服务、改善游客体验提供理论依据和有益参考。

The image is the soul and life of tourism destination. Researchers and practitioners of tourism industry pay great attention to it. Background of network information and rich network resources provide new perspective and material for tourism destination image research. Based on the review on related research literature of tourism destination image at home and abroad,this article takes the Huangshan Mountain for case and then analyzes the tourist reviews on Trip Advisor by using content mining software ROSTCM 6.0and finally obtain the tourism destination image of Huangshan Mountain disseminated on internet. According to the results, we put forward some suggestions on management and marketing of Huangshan Mountain.