万仙山旅游形象期望-体验差异感知研究

Research on the perception of tourism image expectation-experience difference of Wanxian Mountain

为完善旅游地形象塑造与建设,提升游客体验,选取携程、去哪儿、飞猪、途牛、马蜂窝五大网站游客对万仙山景区的点评文本为样本数据,使用ROST Content Mining软件,采用内容分析法提取网络文本中出现的高频词汇,从旅游资源、旅游基础设施、环境、旅游服务、旅游活动5个维度将高频词汇进行分类,着重通过旅游期望与旅游后形象感知的对比结果,找到影响游客感知偏差的原因,特别是影响期望与体验感知差异的主要因素。研究发现景区管理和社会环境是导致旅游期望与体验感知差异的主要因素;其次为交通、价格、服务和配套设施,宣传上的夸大和个人认知差异,是造成期望感知差异的原因。该研究旨在为万仙山景区前期旅游形象塑造与后期建设完善提供理论依据,同时为旅游感知研究提供基于网络文本分析的新型案例与思路。

In order to improve the image shaping and construction of tourism destinations,and enhance the tourist experience,the commenting texts of tourists on Wanxian Mountain scenic area from the five major websites including Ctrip,Qunar,Fliggy,Tuniu and Mafengwo were selected as the sample data,and used ROST Content Mining software to extract high-frequency vocabulary in the network text by content analysis method.The high-frequency vocabulary is classified from five dimensions:tourism resources,tourism infrastructure,environment,tourism services and tourism activities.Through the comparison of tourism expectation and image perception after travel,the research found out the reasons that resulted in the perception deviation of tourists,especially the main factors that affected the perception difference between expectation and experience.The result indicated that scenic area management and social environment are the main factors that lead to the perception difference between tourism expectation and experience,followed by transportation,price,service and supporting facilities.The reasons for the difference in expectation perception are the exaggeration in propaganda and the difference in personal perception.It provides a theoretical basis for the building and perfection of Wanxian Mountain scenic spot's tourism image,and provides a new case and thought for study of tourism perception based on network text analysis.