基于网络文本分析的重庆旅游目的地形象感知研究

Research on the Image Perception of Chongqing Tourism Destination Based on Network Text Analysis

随着新媒体的不断发展,互联网和电子信息技术逐渐成为新时代获取信息的主要手段。以重庆主城为旅游目的地案例,利用ROST Content Mining软件提取旅游者对重庆旅游体验感知的高频特征词,并对提取出的高频词进行社会网络分析,从而深入分析游客对重庆形象的感知属性;通过对游客游记内容的分析,从旅游者的认知和情感等方面挖掘重庆旅游目的地形象。研究结果表明,重庆的"都市景观"和"美食"给旅游者的感知印象最深,"文化"感知较弱,对"旅游环境"和"公共设施"存在消极感知。

With the continuous development and rapid dissemination of new media,the Internet and electronic information technology have gradually become the main means to obtain information in the new era.This study takes the main city of Chongqing as a tourist destination case.Firstly,the ROST Content Mining software is used to extract the high-frequency feature words of tourists experience perception of Chongqing tourism,and the social network analysis of the extracted high-frequency vocabulary is carried out so as to deeply analyze the image perception of Chongqing.Secondly,through the analysis of tourists’travel,the image of Chongqing’s tourist destinations is explored from the perspectives of tourists’perceptions and emotions.The research results show that tourists are most impressed by Chongqing's urban landscape and delicious food,but have a weak perception of culture and a negative perception of tourism environment and public facilities.