互联网对旅游目的地形象感知影响研究——以乌镇为例

The Impact of the Internet on Tourist Destination Image Perception:A Case Study

基于马蜂窝等专业旅游网站的数据,以乌镇旅游目的地形象为研究对象,借助ROST Content Mining软件,提取高频特征词并进行语义分析,探讨互联网峰会召开前后旅游者对于乌镇形象感知的变化。研究发现:互联网峰会的召开使乌镇的空间位置形象感知由"浙江、桐乡"发展到"世界、中国";旅游地类型的感知由"古朴小镇"转向"智慧小镇","安静、质朴"转向"现代、科技";乌镇的地方性认知范围开始逐步扩大,智慧化、信息化感受逐步增强,同时负面感知也明显增多,据此提出相关建议。

Based on the data of domestic tourism websites,taking tourist destination image of Wuzhen as the research object and using ROST Content Mining software,this paper extracts high-frequency words and conducts semantic analysis of them to explore the changes of tourist destination image perception of Wuzhen before and after the Word Internet Conference(Wuzhen Summit).The study shows that the Internet Summit has changed tourist perception of Wuzhen image from Zhejiang and Tongxiang City to the world and China in terms of its spatial location,that the destination types perceived by tourists have changed from a natural small town to a smart town,from a quiet and simple town to a modern sci-tech town,and that more and more tourists perceive Wuzhen as a world-famous,smart and information-efficient town while tourists’negative perception of the town has increased significantly.Therefore,this paper puts forward relevant suggestions for improving the tourist perception of Wuzhen image.