新型定性与定量融合分析的高速公路主题形象定位方法研究

Research on Positioning Method of Highway Theme Image Based on New Qualitative and Quantitative Fusion Analysis

全域旅游背景下,"交通+旅游"融合发展日益兴盛,高速公路主题形象定位方法研究备受关注。全域旅游的快速推进以及社交网络的全面兴起,为高速公路主题形象定位方法研究提供了海量的数据支撑。以雅康高速公路为例,提出了一种定性与定量分析融合确定高速公路主题形象定位方案的方法。首先采用竞争定位法和德尔菲法,从定性角度确定高速公路的一级、二级定位理念;其次,利用社交网络数据集,通过定量分析方法,筛选出彼此关联度较高的主题形象词汇;最后,运用编辑距离算法,对定性分析的定位理念与定量分析的高频主题形象词汇进行匹配计算,进而提出高速公路的主题形象定位方案。采用这种方法,针对雅康高速公路,提炼出"川藏云端朝圣天路"等主题形象定位方案,证明此高速公路主题形象定位方法可行有效。

Under the background of global tourism,the integration of"traffic+tourism"has become increasingly prosperous,and studies of the positioning method of expressway theme has been attached with more attentions.The rapid advancement of global tourism and the full rise of social networks have provided massive data support for the study of highway theme image positioning methods.Taking the Ya\an-Kangding Expressway as an example,in this paper a method to determine the theme image positioning of expressway is proposed by combining qualitative and quantitative analysis.Firstly,the competitive positioning method and Delphi method are used to determine the first-level and second-level positioning concepts of highways from a qualitative perspective.Secondly,using social network data sets,quantitative analysis methods are used to screen out the topic image vocabulary with high correlation.Finally,the editing distance algorithm is used to match the positioning concept of qualitative analysis with the high-frequency subject image vocabulary of quantitative analysis,and then the theme image positioning scheme of expressway is proposed.Using this method,the theme image positioning such as"Way to Paradise for Pilgrims from the top of the Cloud in Sichuan and Tibet"is put forward for the Ya\anKangding Expressway,which proves that the highway image positioning method is feasible and effective.