基于网络文本分析的“网红”旅游目的地形象感知研究——以重庆洪崖洞景区为例

A Research on Image Perception of Online-popular Tourist Destinations Based on Content Analysis of Web Texts from Travelers: A Case Study in Hongyadong Scenic Spot in Chongqing

选取重庆洪崖洞景区作为案例地,以马蜂窝、携程等旅游网站游客发表的网络游记和在线点评为样本,运用内容分析法研究游客感知的"网红"旅游目的地形象特征。结果表明游客感知的洪崖洞形象可以归纳为依托环境、建筑风貌、夜景风情、美食购物和休闲氛围5个主题,对目的地的整体感知为具有所在城市地标意义的综合性文化商业旅游地;游客对于景区的负面情绪感知主要来自周边交通混乱、指引不足、景区拥挤,以及商业化氛围太浓等方面;洪崖洞独特的景观、故事情境的体验,以及特色消费活动是景区"走红"的主要原因。根据以上结论进一步提出了提升旅游目的地形象的意见建议。

The thesis takes Hongyadong scenic spot in Chongqing as a case study. By taking the online travel notes and online comments published on Ctrip,Mafengwo and some other tour websites as samples, the thesis applies content analysis to study the image characteristics of online-popular tourist destinations perceived by tourists. The result shows that the images of Hongyadong perceived by tourists can be summarized into five themes: the environment, the architectural style, food and shopping, beautiful night views and leisure atmosphere. Tourists overall perception for the destination is a comprehensive cultural and commercial tourist destination with the significance of the city s landmark.Tourists negative perception for the scenic area mainly comes from the chaos of surrounding traffic, insufficient guidance, congestion in the scenic area and the strong commercial atmosphere. However, the unique landscape, the experience of story scenes and distinctive consumption activities are the main reasons for its popularity.Based on the above conclusions, the suggestions for improving the image of tourism destinations are further proposed.