基于网络文本分析的西安市旅游形象研究

Research on the tourism image of Xi’an city based on the analysis of network text

以使用微博人群为研究对象,采用内容分析、语义网络分析和核密度估计相结合的研究方法,从评价性旅游形象和结构性旅游形象2个层面分析西安市旅游形象,并提出相关建议。结果表明,回民街、钟楼、鼓楼、城墙是西安市核心旅游意象,遗址遗迹是游客最偏好的旅游意象主题,旅游情感评价总体以积极为主;西安市旅游意象格局形成了以观光与美食为主题的回民街-钟鼓楼旅游意象区域、以遗址遗迹为主题的大雁塔-古城墙-永兴坊旅游意象区域和以历史文化为主题的兵马俑-华清宫旅游意象区域的3大重点旅游意象区域;意象元素呈现出中心集中、外围分散的特征;城市旅游热点意象仍以物质实体意象为核心。不仅在方法上补充了以往城市旅游形象研究中存在的文本联系实际不足的局限,也为互联网时代的城市旅游发展提出了建议。

This study taked the microblog users as the research object,and used the research methods of content analysis,semantic network analysis and kernel density estimation to analyze Xi'an’s tourism image from two aspects of evaluative tourism image and struc⁃tural tourism image,and put forward relevant suggestions.The results show that Hui Ethnic Street,Bell Tower,Drum Towerand City Wall are the core tourism images of Xi'an city.Ruins are the most preferred theme of tourist images.Tourism emotion evaluation is mainly positive.Xi'an’s tourism image pattern has formed three major tourism image areas:Hui Sstreet-Bell and Drum Tower tourism image area with tourism and food as the theme,Dayan Pagoda-Ancient City Wall-Yongxingfang tourism image area with ruins as the theme,and Terracotta Warriors-Huaqing Palace tourism image area with history and culture as the theme.Image elements show the characteristics of centralized center and scattered periphery.The image of hot spots in urban tourism is still centered on material entity image.It not only supplements the limitations of the previous research on the image of urban tourism in terms of methods,but also pro⁃vides suggestions for the development of urban tourism in the internet era.