基于在线评论的文化遗产景区国际形象感知研究——以西湖景区为例

On the International Perception of Cultural Heritage Sites Based on Online User Generated Comments——Take West Lake as an Example

丰富的历史文化遗产不仅是古老中国文明的象征,也是现代中国对国际游客的吸引力所在。进行文化遗产景区国际形象的研究,对挖掘资源的旅游价值和文化价值有重要的现实意义。尽管网络用户生成内容(UGC)被广泛用于景区的本土形象研究,其在跨文化形象研究中的价值则多被忽略。以世界文化遗产杭州西湖景区为对象,基于猫途鹰网站的676条游客英文点评文本,使用KHCoder可视化文本分析软件对其国际形象进行分析和解读,发现西湖景区国际形象的一系列特征和问题,并提出相应的发展策略。研究结果也表明,UGC和可视化分析工具在景区形象跨文化研究中具有重要的价值。

A variety of historical and cultural heritages is not only the symbol of China’s ancient civilization,but also China’s charm to attract international tourists. It is meaningful to examine the international image of cultural heritage sites because it can help explore the tourism value and the cultural value of resources. Although online user generated content( UGC) has been widely used in investigating the domestic image of scenic attractions,its application in cross-cultural image studies has long been ignored. The current study takes West Lake,one of the World’s Cultural Heritage Sites,as the research subject and adopts KH Coder to visually analyze and interpret the international image of West Lake based on the 676 English comments given by tourists on Trip Advisor. A series of features and issues of West Lake’s international image have been identified together with the proposal of related developing strategies. The result also indicates that UGC and visualized analytic tools are valuable in studying cross-cultural images of scenic attractions.