基于网络数据分析的宁夏文化旅游景区体验研究

On the Experience of Cultural Tourism Scenic Spots of Ningxia Based on Network Data Analysis

体验式旅游已经成为旅游业发展的热门趋势之一,是文旅融合产业高质量发展的重要方面,本文基于计算机Python获取的游客网络短评论数据,利用文本分析软件ROST Content Mining 6分析宁夏文化旅游景区的旅游体验,研究宁夏景区内游客体验的现状与影响因素。结果表明,用户评论文本中的关键词及其出现的频率能够反映出游客体验主要受位置和交通、主题和资源、环境和设施、服务、游乐设施和表演五大方面影响。结合前人的划分体验层级的方式以及宁夏文化旅游景区评论中体验特征词词频来看,体验从初步的感官与知觉、身体层面的初步体验逐步提升,可以划分为三个层级:低层级(身体感知)、中层级(理解想象)、高层级(情感精神),从体验的类型上看,游乐项目较多的景区如沙坡头旅游区,评论中关于各类游乐设施项目的体验描述较多,而体现西夏文化的西夏陵与体现历史遗迹文化的贺兰山岩画的旅游区评论中,关于文化资源及其感受的词频较多,评价中的差评比例及差评信息词能够为景区的进一步完善改进提供思路,通过提取差评关键信息词频进行分析总结,可以得出改进文化旅游景区体验的参考措施,如设置清晰明确的景区标识系统、提高交通便捷度与优化内部交通售票机制等,有助于提高游客的旅游体验。

Experiential tourism has become one of the popular trends of tourism development and an important aspect of high-quality development of cultural tourism industry.Based on the short comment data of tourist network obtained by computer Python,this paper adopted text analysis software ROST Content Mining 6 to analyze the tourism experience of Ningxia cultural tourism scenic spots and the current situation and influencing factors of tourists'experience in scenic spots.The results have shown that tourist's experience was mainly affected by location and transportation,theme and resources,environment and facilities,services,recreational facilities and performances.Tourist's experience can be divided into three levels:low level(body and perception),middle level(understanding and imagination),high level(emotional and spirit).There are different types of experience in different scenic area.The analysis of the negative comment rate and frequency of the related words will help to put forward improvement measures for the construction and development of the scenic area,and then improve the tourist's experience.