基于网络文本的古村落型世界文化遗产地旅游形象感知研究——以宏村为例

Study on the Tourism Image of World Cultural Heritage of Ancient Village Based on Web Text:Taking Hong Village as an Example

为了解游客对古村落型世界文化遗产地的旅游形象感知,通过收集携程攻略社区中关于宏村的1 704条游友在线评论,借助ROST Content Mining软件,运用词频统计分析、情感分析、社会网络与语义分析方法,提取游客感知的宏村旅游形象高频特征词,分析旅游情感倾向并构建语义网络。研究结果表明:游客对宏村旅游形象的感知综合性明显,存在旅游景点屏蔽效应;对宏村旅游形象深层次的文化性感知不强,存在价格敏感受众;对宏村的旅游形象感知完整性不足,存在感知形象的长尾现象;对宏村旅游形象感知的积极情感倾向显著,存在商业化担忧;对宏村旅游形象的感知受影视作品影响小,隐性构建力量不足。根据以上结论为宏村的旅游形象塑造与传播提出意见和建议。

For understanding the tourism image perception of World Cultural Heritage Sites of ancient villages,through collecting1,704 tourists' online reviews about Hong village by ROST Content Mining software,this paper takes the methods of word frequencyanalysis,emotion analysis,social network analysis and semantics analysis to extract the high-frequency words of Hong village'stourism image,to analyze the emotional tendency and to construct the semantic network. The results showed that: visitors' tourismimage to Hong village is obviously comprehensive,and there is tourism shielding effect; visitors' tourism image to Hong village lacks ofdeep-seated cultural image,and there are price sensitive visitors; visitors' tourism image to Hong village lacking of integrity,and thereis long tail phenomenon of the image perception; visitors have significant positive emotional tendency to Hong village,but beingworried about commercialization; the film and television works have little impact on the Hong village' tourism image perception.