基于内容分析法的阳朔西街旅游地形象感知研究

On the Image of Yangshuo West Street as Tourism Destination Based on Content Analysis

以阳朔西街为案例地,利用内容分析法分析游客对阳朔西街的认知形象以及情感形象,以探明游客对阳朔西街旅游地整体形象感知。研究结果表明,游客对阳朔西街的认知形象为文化景观类旅游地,其主要认知成分包括三个主题,即特色街区、休闲娱乐以及美食购物;阳朔西街网络文本的语义网络结构呈现较为明显的三层结构,即“核心层-中间层-外围层”;情感分析结果显示游客对阳朔西街旅游地的整体评价主要以正面评价为主,情感评价则以积极情感为主,但同时存在消极情感,且消极情感对旅游地形象有不容忽视的影响。据此从注重文化塑造,突出区域文化特色、打造品牌特色,提升景区知名度、完善内部交通系统,做好游客管理、规范市场秩序,控制商业化发展四个方面提出塑造和提升阳朔西街整体旅游形象的对策建议。

Taking Yangshuo West Street as an example,the content analysis method is used to analyze tourists’cognitive image and emotional image of Yangshuo West Street,in order to ascertain tourists overall image perception of Yangshuo West Street.The results of the study show that tourists’perception of Yangshuo West Street is that Yangshuo West Street is a cultural and scenic tourism destination,and its main cognitive components include three themes,namely,characteristic blocks,leisure and entertainment,and gourmet shopping.The semantic structure of Yangshuo West Street as a network text is a three-layer structure,namely“core layer-middle layer-outer layer”.Sentiment analysis results show that tourists’overall evaluation of Yangshuo West Street is mainly positive evaluation,while emotion evaluation is positive emotions.At the same time,there are negative emotions that have a negligible effect on the image of Yangshuo West Street as a tourist destination.Some suggestions to shape and improve the image of Yangshuo West Street are offered,including shaping of cultural image,regional culture features,creating cultural brand with unique characteristics,enhancing the popularity of Yangshuo West Street as a scenic spot,improvingthe internal transportation system in Yangshuo,strengthening tourist management,regulating market order,and controlling commercial development and so on.