贫困县旅游目的地形象感知研究——以广西龙胜各族自治县为例

Research on the Image Perception of Tourism Destination in National Poverty Counties:A Case Study of Longsheng Ethnic Autonomous County

采用文本分析法,运用网络爬虫工具采集旅游网站相关游记,利用ROST Content Mining软件对网络文本进行分词、高频词汇统计、语义网络分析和情感分析,从而得出龙胜县旅游目的地形象感知结果。研究发现:(1)龙胜县旅游资源丰富且质量高,深受游客好评,游客会优先选择核心圈以自然景观为主的知名景点。(2)游客对龙胜县旅游形象的感知主要表现在旅游资源、旅游基础设施、旅游环境、旅游服务和旅游活动五个维度。(3)游客对龙胜旅游目的地形象感知以积极情绪为主,消极情绪比例相对较小。游客对龙胜自然景观评价较高,对交通、住宿、服务等方面存在一定的消极情绪。(4)游客对龙胜县旅游形象感知良好,整体评价高。龙胜县应从完善旅游设施,深挖民族文化内涵,丰富旅游产品类型,发挥旅游带动作用,引导贫困人口参与等方面来进一步推动旅游产业发展、提高贫困人口收益和提升旅游目的地形象。

The web text analysis method was applied to collect the related travels of tourism websites with the web crawler tools,and the web text was divided into word,high-frequency vocabulary statistics,semantic network analysis and affective analysis by using the ROST Content Mining software,so as to obtain the image perception results of tourism destinations in Longheng county.The study found that:rich tourism resources with high quality of Longheng is well received by tourists.Tourists give priority to the well-known scenic spots in the core circle dominated by natural landscape.Tourists’perception of tourism image is mainly reflected in five dimensions:tourism resources,tourism infrastructure,tourism environment,tourism services and tourism activities.Tourists’perception of tourist destination image is dominated by positive emotions,while the proportion of negative emotions is relatively small.Tourists have a high evaluation of natural landscape,but have a certain negative emotion on transportation,accommodation,service and other aspects.In general,tourists have a good perception of the tourism image and a high overall evaluation.Therefore,the county should improve tourism facilities,dig deep into the connotation of national culture,enrich the types of tourism products,give priority to the leading role of tourism,guide the participation of the poor population and other aspects to further promote the development of tourism industry,improve the income of the poor population and the image of tourism destinations.