基于网络游记的名人故居地旅游形象影响因素研究——以韶山为例

Research on the Influencing Factors of Tourism Image of Celebrities’ Former Residence Based on Online Travel Notes: Case Study of Shaoshan

历史名人效应在名人故居地旅游形象的塑造和传播中起着至关重要的作用,除此之外,名人故居地旅游形象还受到其他因素影响,但具体受哪些因素的影响以及影响因素的作用方向则需要进一步探讨。故以伟人故里韶山为案例地,搜集、筛选携程网有关韶山的游记作为研究样本,利用内容挖掘软件Rost Content Mining,分析名人故居地韶山旅游形象的影响因素。研究发现:游客对韶山伟人故里的旅游形象认可度极高;韶山旅游形象主要受景观、设施服务、历史文化、活动项目、当地环境等五个因素的影响;影响韶山旅游形象的积极因素主要集中在景观、红色历史文化、演出活动三方面,而消极影响因素则主要集中在食宿、导游服务、停车、购物等方面。据此,提出加大名人旅游形象的宣传力度、提升导游服务质量、建立购物品价格管理体系、加大特色旅游产品的开发、提高景区管理水平等改进建议。

The historical celebrity effect plays an import ant role in building and disseminating the tourism image of the former residence of celebrities, in addition, it is worth discussing what factors influence the tourism image of celebrities’ former residence. Taking Shaoshan, the hometown of great man as a case, this paper collects and selects travel notes about Shaoshan from ctrip.com as research samples. Using the content mining software Rost content mining, this paper analyzes the influencing factors of Shaoshan tourism image. It is found that tourists have a high recognition of the tourism image of Shaoshan great people’s hometown;Shaoshan tourism image is mainly affected by five factors, which are landscape, facilities and services, historic culture, activities and local environment;the positive factors that affect Shaoshan’s tourism image are landscape, red history and culture, and performance activities;while factors which have a strong negative impact on Shaoshan’s tourism image are accommodation, guide service, parking and shopping. Based on the results, the paper puts forward some improvement suggestions, such as increasing the publicity of celebrity tourism image, improving the service quality of tour guides, establishing the price management system of shopping goods, increasing the development of characteristic tourism products, and improving the management level of scenic spots.