大数据时代边境地区县域全域旅游目的地品牌形象提升策略

大数据技术的快速发展,不仅为网民提供创造内容、信息交流的平台,也为旅游目的地有效开展营销提供了信息基础。本文以中朝边境县——宽甸满族自治县为例,以提升边境地区县域全域旅游品牌形象为目标,运用八爪鱼采集器和ROST Content Mining6.0软件,对“携程网”等4个旅游网站中游记文本进行数据挖掘。研究发现,游客对“鸭绿江畔仙境宽甸”这一全域旅游目的地品牌形象感知较为全面,但在全域旅游发展过程中旅游目的地品牌形象的构建方面仍存在不足。因此,边境县在创建全域旅游示范区的过程中,应重点关注旅游基础设施、旅游大数据平台、产业融合等方面内容,高效释放旅游引领边远地区脱贫的功能。

Big data technology is developing rapidly, which not only provides a platform for netizens to create content and exchange information, but also provides an information basis for effective marketing of tourist destinations. This paper takes Kuandian Manchu Autonomous County as an example, which is the establishment unit of China's first holistic tourism demonstration area and the largest China-DPRK border county in China. We use Octopus Collector and ROST Content Mining 6.0 software to mine the travel dairies of four tourism websites, such as "Ctrip", which rank the top in Alex's tourism industry, aiming at promoting the brand image of holistic tourist destination in Border Counties. The results show that tourists have a deep perception of the image of Kuandian Border County and Ethnic County, and the brand image perception of the holistic tourism destination of "Bank of the Yalu River, wonderland Kuandian" is relatively comprehensive. However, in the process of tourism destination development, there are still many deficiencies in the implementation. Therefore, in the process of developing holistic tourism, border ethnic counties should focus on tourism infrastructure, tourism big data platform and industry integration, so as to effectively release the function of tourism to lead remote areas out of poverty.