基于网络舆情本体分析的兰州市城市旅游形象感知研究

A Study on the Perception of Urban Tourism Image of Lanzhou Based on Ontology Analysis of Web Public Opinion

借助网络文本开展旅游目的地形象和旅游者行为研究具有信息平等共享、即时传送,受环境干扰因素较少的优势。文章采用网络平台上以兰州为目的地的游记为研究样本,应用ROSTContent Mining软件从"点""块""面"三个层次开展词频统计和社会网络语义分析,得出兰州城市旅游形象呈现"黄河文化+餐饮亚文化+景观亚文化+都市亚文化"的"四维"文化引力态势,在此基础上建议将兰州旅游吸引物整合为黄河景观体验区、风味饮食品鉴区和城市底蕴欣赏区的"三区"分布格局,进一步得出综合提升滨河景观带赏游度;强化城市旅游"游、品"关联度;关注城市公共服务体系提升和开展多维立体营销宣传的兰州城市旅游形象提升建议。

Research on tourism destination image and tourist behavior using the web text has the advantages of equal sharing of information,instant transmission and less environmental interference.Based on the network plat⁃form,this paper taken the travel notes of Lanzhou as the research sample and carried out the word frequency statistics and social network semantic analysis from three levels:“point”,“block”and“surface”using ROST content mining software.It is concluded that the tourism image of Lanzhou city has a four-dimensional culture attraction including the Yellow River culture,catering subculture,landscape subculture and urban subculture.Furthermore,Lanzhou tour⁃ism attractions can be integrated into a“three areas”distribution pattern,that is,the Yellow River landscape experi⁃ence area,flavor food tasting area,and urban heritage appreciation area.Finally,some suggestions on promoting the Lanzhou city tourism image are proposed by enhancing the enjoy degree of riverside landscape,urban tourism correla⁃tion of“tour,enjoy”,urban public service system and multi-dimensional marketing publicity,etc.