基于网络文本分析的康养旅游目的地形象感知探析

Research on Destination Image Perception of Health and Wellness Tourism Based on the Analysis of Network Text

文章以贵州赤水、湖南灰汤温泉、黑龙江五大连池、河北以岭健康城和江苏泰州中国医药城五个国家康养旅游示范基地为研究对象,在携程旅行网和马蜂窝上搜索各研究地相关网络文本。将文本导入RostContent Mining软件分析发现,游客主要关注的是目的地的旅游资源、基础设施、特色康养活动三个方面,同时对五个研究地持积极情感较多。通过对网络文本所反映的问题进行分析,提出强化康养旅游目的地特色康养活动感知、完善康养旅游目的地配套设施、提升康养旅游目的地知名度等建议。

Taking Chishui in Guizhou,Huitang Hot Spring in Hunan,Wudalianchi in Heilongjiang,Ling Health City in Hebei and Taizhou Chinese Medical City in Jiangsu as the research objects,this paper searches the relevant network texts in travel network such as Ctrip and Mafengwo,and finds after introducing the text into Rost Content Mining software that tourists mainly focus on the destination's tourism resources,infrastructure and characteristic health activities,and have more positive feelings about the five research sites. Based on the analysis of the problems reflected in the network text,this paper puts forward some suggestions,such as strengthening the perception of characteristic activities of health and wellness tourism destinations,improving the supporting facilities of health and wellness tourism destinations,and enhancing the popularity of health and wellness tourism destinations.