基于网络点评的佛教旅游景区旅游形象感知研究——以扬州大明寺为例

Tourists' Percieved Image of Buddhist Scenic spot Based on Network Reviews:A Case Study of Daming Temple

文章以游客对扬州大明寺的网络点评文本为样本数据,采用网络文本的方法,通过ROST Content Ming软件提取大明寺旅游形象的高频特征词,分别从整体形象、旅游吸引物、旅游环境、历史文化、服务管理、情感形象六个方面进行分析。研究发现:大明寺的总体形象主要集中在历史和佛教,游客对旅游吸引物的感知较为强烈,而对旅游环境感知度较低,尤其对历史文化和服务管理的感知最为薄弱;在情感形象感知中,游客的正面情绪占比较大,负面感知主要体现在景区管理和大明寺的过度商业化,这些方面的负面感知严重影响了游客的体验感知和满意度。

This paper takes tourists'network comment texts of Daming Temple in Yangzhou as sample data,uses the method of network text to extract the high frequency characteristic words of Daming Temple tourism image through ROST ContentMing software,which is based on the overall image,Tourist attraction,Tourism environment,history and culture,service management,emotional image of the six aspects were analyzed.It is found that the overall image of Daming Temple is mainly concentrated in history and Buddhism,and tourists'perception of tourist attraction is stronger,and the perception of tourism environment is low,especially the perception of history culture and service management is the most weak.The negative emotions of tourists accounted for a large proportion,the negative perception is mainly reflected in the scenic management and the excessive commercialization of the Daming Temple,these aspects of negative perception seriously affected the visitors experience and satisfaction.