旅游感知与投射形象的网络内容对比分析——以秦始皇帝陵博物院为例

A Contrastive Analysis of Perceived Image and Projected Image——Taking Emperor Qinshihuang s Mausoleum Site Museum as an Example

文章通过八爪鱼采集器采集携程旅行网游客点评,并搜集与之相关的旅游网站上宣传的文本资料,形成旅游感知与投射形象数据库,建立感知形象分析类目,确定投射形象分析方法;利用ROST CM6软件对其进行高频词分析、情感极分析,并对二者差异进行对比分析,从供给和需求两个角度探析了旅游形象的具体内容,为秦始皇帝陵博物院旅游形象的完善提供了一定的借鉴意义,有利于推动景区可持续发展。

Although Emperor Qinshihuang's Mausoleum Site Museum has long enjoyed a good reputation and has a mature market,there are still many problems in management and service,which affect its overall tourism image.Therefore,the paper captured words of visitors in Ctrip.com through the Octopus collection software and the text data from official tourism websites and travel e-commerce websites.And then established data banks of perceived image and projected image;set up the analyzing items of perceived image and confirmed the research methods of the projected image;used ROST CM 6 software to analyze the high frequency words and tendency of emotion.It contrasted the differences between the perceived image and projected image.Finally,this paper discussed in terms of supply and demand the details of tourism image in Emperor Qinshihuang's Mausoleum Site Museum in an attempt to provide reference for the improvement of tourism image,and to contribute to the sustainable development of the museum.