基于文本分析的智慧景区微信关注度研究——以南京钟山风景区和智慧夫子庙微信为例

Content Analysis on WeChat Used in Smart Scenic Area——A Case Study of Official Accounts in Nanjing Zijin Mountain Scenic Area and Confucius Temple

应用文本分析软件Rost Content Mining对南京钟山风景区和智慧夫子庙的微信文本进行语义网络分析,并与景区微信关注度进行对比分析。结果表明:景点景区的微信突出显示了景区的品牌形象、文化内涵、审美特点、服务理念等;微信关注者则重点关注和凝视富有现代人文情怀和浪漫情调的景区故事、景区季节性独特景观等,他们的文明意识较强,喜欢具有独特性和审美体验的旅游活动,关注智慧景区设施的使用。基于此,建议智慧景区应更多地创新富有时代感或具有历史文化内涵的旅游活动,提升智慧景区的服务功能,为旅游者提供更满意的服务。

The frequency and semantic parsing of WeChat content used in Nanjing Zijin Mountain Scenic Area and Confucius Temple was analyzed by using ＂Rost Content Mining＂ software, including the analysis of click rate and praise rate of official accounts＇ followers. The results showed that the use of WeChat official account shaped the brand, image, culture and service of a scenic spot. WeChat followers selectively paid attention to certain messages such as the sentiment of modern and romance, the charity of environmental protecting, the experience of aesthetic and theupcoming events. Based on this,it was suggested that smart scenic spots should innovate more tourism activities with rich contemporary or historical connotation, enhance the service functions of intelligent scenic spots and provide tourists with more satisfactory services.