基于网络文本分析的福州国家森林公园形象感知研究

Study on Fuzhou National Forest Park image perception based on web text analysis

运用网络文本内容分析法,利用ROST Content Mining软件研究游客对福州国家森林公园形象的感知.通过携程网、百度旅游、蚂蜂窝等旅游网站,获得关于福州国家森林公园的网络评论、游记合计有效数据1684条(篇).从中提取出游客对福州国家森林公园感知形象的高频词汇和语义结构图,并从自然环境感知、景区景点感知、娱乐活动感知和设施服务感知等方面进行分析.结果表明:游客对福州国家森林公园的旅游形象感知多倾向于积极方面,“公园”“森林”“空气”是最深刻的印象,符合景区“福州之肺”的旅游形象;消极感知来自门票价格、旅游设施服务等方面.在此基础上,提出发挥景区资源优势、改善设施服务质量、加强景区宣传力度、健全媒体监察机制四点建议.

The content analysis of web text was conducted to investigate tourists' perception of the image of Fuzhou National Forest Park though ROST Content Mining software.1 684 online comments and travel notes about Fuzhou National Forest Park were obtained from the search engines such as Ctrip,Baidu Travel,Mafengwo and other tourism web-sites.High-frequency words about tourists' perceived image of Fuzhou National Forest Park,co-word matrix and semantic graph are extracted from those,the natural environment perception,scenic spot perception,entertainment activities perception,the perception of supporting facilities and other aspects were analyzed.The study showed:the tourists' perceived image of Fuzhou National Forest Park tends to be positive,“park”,“forest” and “air” are the most profound impressions which are in line with the tourism image of “Fuzhou's lungs” and negative perception comes from the ticket prices and tourism facilities.On this basis,four suggestions are proposed:to further the advantages of scenic resources,improve the quality of facilities and services,strengthen the promotion of scenic spots and improve monitoring mechanisms.