游客感知视角下生态型网红景区可持续发展研究——以茶卡盐湖为例

Study on the Sustainable Development of Eco-type Online-popular Scenic Spots from The Perspective of Tourists’ Perceptions: A study of Chaka salt lake

文章以携程和马蜂窝网站2018年4月25日茶卡盐湖重新接待游客以来的1521条旅游者评价为基础,运用Rost Content Mining 6(ROST CM6)分别对相关负面评价和积极评价进行收集整合梳理,通过与最初的评价内容对比分析发现,茶卡盐湖在旅游发展过程中存在旅游产品单一、基础设施不健全、宣传不到位、服务水平较低等问题。此外,从茶卡盐湖的发展历程与游客评价分析也可看出,茶卡盐湖“走红”的影响因素主要包括:网络营销的AISAS模式、特色的旅游资源、独特的旅游体验。针对这一现状,作者认为要实现茶卡盐湖的可持续发展应加强生态环境保护,同时注重创新旅游产品、完善基础设施和创新营销方式。

This paper have analyzed 1521 tourist evaluations of Chaka salt lake fromthe tourism website“Ctrip”and“Honeycomb”since 25 th Apr.2018.The Rost Content Mining 6(Rost CM6)was used to summarize and analyze the positive and negative tourist evaluations,respectively.Through comparative analysis,it is found that there are some defects existing in the developing process of Chaka tourism,such as sameness tourism products,imperfect infrastructures,inadequate publicities and low-quality of the services.When combining the development with tourists perceptions of Chaka,it can be found that the key factors of the“popularity”of Chaka include AISAS model of internet marketing,differentiated marketing,featured tourism resources and unique traveling experiences.Based on this,we believe that,to realize the sustainable tourism development of Chaka,more attention should be paid on diversifying tourism products,improving infrastructures and innovating the propaganda methods while protecting the ecological environment.