杭州清河坊历史街区的旅游情感意象研究--基于入境和国内旅游者的比较

A Research on Affective Image in Qinghe Block of Hangzhou: Based on Comparison of Inbound and Domestic Tourists

文章以到访杭州清河坊历史街区的入境旅游者和国内旅游者为研究对象,通过对网络评论文本的情感分析方法对入境旅游者与国内旅游者的情感意象展开质性研究。文章应用Python语言测量情感意象,实现了对评论中的否定词、程度词、转折词及情感乘数的处理,突破了传统情感分析中操作不可定制的技术局限。研究结论表明:入境游客情感意象认知的去中心化特征较为明显;文化距离对旅游者情感感知有积极的促进作用;文化特色不充分为入境旅游者与国内旅游者的共同消极情感来源;基于词汇匹配技术的情感分析方法在本类型研究中有较大优势。基于结论,文章最后对清河坊历史街区发展提出了建议,并进一步探讨了旅游情感意象数据挖掘手段。

As the core factor for creating tourist attractions, image is significant in enhancing competitive advantage when the competition in tourism is becoming increasingly fierce. However, in most of the current studies, the destination image is mainly obtained by questionnaires or statistical data. This method does not accurately depict the specific affective evaluation of tourists, also easily leads to subjective bias and false presupposition limited by the level of knowledge of the researcher. The rise of the Internet has created a new path for solving the above problems, the low cost, the large sample, the refined content of online reviews provide researchers with convenient and objective data collection channels. In the past decade, the results of using text analysis technology to research destination image has been gradually enriched, sentiment analysis technology is also becoming mature, but most of the research only uses content analysis to study the perception image instead of affective image. As a result, this paper attempts to use the sentiment analysis method based on lexical matching technology to increase the depth of affective image. Besides, historical and cultural blocks have become popular tourist destinations for inbound tourists because of their unique social, cultural, aesthetic and economic value among many types of the tourist destinations. However, the current research on historical blocks mostly pay little attention to the perceptions and attitudes of tourists, making some blocks excessive commercialization, lack of cultural experience, and not being positively perceived. The lack of perception analysis of inbound tourists also hinders the entry promotion of historical blocks. In view of this situation, this paper intends to cut in from the perspective of tourists and recognize and affect the image of tourists in historical blocks to explore inbound tourists’ preference, get more excellent output with more accurate resources and provide a guide for the future development of historical blocks. This paper chooses the inbound tourists who had been the Hangzhou Qinghe block of as research object, and use the sentiment analysis of the online comments to qualitatively research the affective image of the inbound and domestic tourists’ historical blocks. Particularly, the measurement of affective image is based on the Python language to achieve the treatment of negative words, degree words, turning words and affective multipliers in the comments, breaking through the black box of traditional sentiment analysis. The research mainly shows that:(1) The decentralized characteristics of the affective image of inbound tourists are more obvious;(2) The distance of culture has a positive effect on the affective image of tourists;(3) The negative images are concentrated in the lack of cultural characteristics;(4)The sentiment analysis method based on lexical matching technology has great advantages in this type of research. Finally,the paper takes some suggestions on the development of historical blocks and deeply discusses the affective image mining methods.