基于网络游记的城市旅游目的地形象探究——以开封市为例

Research on the Images of Urban Tourist Destinations Based on Network Travel Notes——A Case Study of Kaifeng

文章采用内容分析法分析了2015年在线旅游市场份额前五名的携程旅行网、途牛旅游网、同程旅游、蚂蜂窝自由行、驴妈妈旅游网的136篇游记,进行社会网络与语义网络分析、词频统计、情感分析,得出开封的整体形象,并从历史文化、自然环境和人文景点、旅游设施、社会环境氛围四个方面得出更为具体的开封旅游目的地形象,分析得出游客的情感形象以积极为主,最后笔者提出提升开封市旅游形象的相关策略。

In this paper, content analysis method is used to analyze the 136 travel notes posted on the top five websites in terms of market shares in 2015 （namely, ctrip, com, tuniu, com, ly. com, mafengwo, on, lvmama. com） in the following aspects： social network, semantic network, word frequency, and emotional analysis. Based on the exploration, the image of Kaifeng as a tour destination is established from the following four per- spectives： history and culture, natural environment and cultural landscape, tourism facilities, and social at- mosphere. The findings suggest that the emotional image of tourists is mostly positive. The paper concludes with strategies to promote the tourism image of the city .