基于网络文本分析的博物馆旅游形象感知研究——以北京故宫为例

Research on museum tourism lmage perception based on web text analysis——Take the Forbidden City as an example

以北京故宫为案例地,以UCG网站穷游网中的网络游记与用户短评为分析文本,利用内容分析法对网络文本进行分析。基于"认知-情感"模型,提出博物馆目的地意象的五维结构,旨在让游客眼中的博物馆意象可视化,为今后博物馆旅游的发展提供一部分思路与理论依据。研究发现:①博物馆的旅游形象可由基建、服务、展陈、宣传、情感五种意象概括。②北京故宫在服务、展陈、宣传方面的建设仍存在较大的改进空间:游客希望更高性价比的餐饮服务、更专业的讲解服务;希望故宫结合当代科技引入更多旅游模式;希望文创类产品营销的价格能够更亲民。③当前游客对北京故宫的情感评价以积极情感为主。

The article takes the Forbidden City as a case study,uses the online travel notes and user short-scores of UCG website as the analysis text,and uses the content analysis method to analyze the network text.Based on the "cognitive-emotional" model,a five-dimensional structure of the destination image of the museum is proposed,which aims to visualize the museum image in the eyes of tourists and provides some ideas and theoretical basis for the future development strategy of museum tourism.The study found that:①The tourism image of the museum can be summarized by five images:infrastructure,service,exhibition,publicity and emotion.②There is still much room for improvement in the construction of the Forbidden City in terms of services,exhibitions,and publicity:tourists want more cost-effective catering services and more professional interpretation services;hope that the Forbidden City will introduce more tourism models in combination with contemporary technology;the prices of cultural and creative products marketing can be closer to the people.③At present,tourists’ sentiment evaluation of the Forbidden City is mainly based on positive emotions.