基于在线点评的旅游形象感知研究——以乐山大佛为例

A Study on the Perception of Tourism Image Based on Online Reviews——A Case Study of Leshan Grand Buddha

采用内容分析法,以蚂蜂窝旅行网和携程网的游客点评文本作为基础数据,使用ROST Content Mining软件,提取网络文本中出现的高频词汇,将高频词汇按照其属性进行分类,分别从空间、景观、服务及设施、体验四个角度出发,分析乐山大佛的游客感知旅游形象,建议景区管理机构从丰富产品结构、规范市场秩序、建设智慧景区、做好大佛保护工作等方面入手,提升乐山大佛的旅游形象。

With the method of content analysis, this paper made the review texts from Hornet＇s Nest Site and Ctrip Site, and two famous traveling websites in China were chosen as basic data,from which extract the high-frequency words in the text by using ROST Content Mining software. Next,these words were classified to analyze tourists＂ perception of tourism image for Leshan Grand Buddha from four angles,namely space, landscape, service and facilities and experience. Finally, scenic administrative organization were suggested to set about enriching product structure, regulating market order,building smart scenic site,working on Buddha protection, so as to improve the tourism image of Leshan Grand Buddha.