基于UGC分析的北京旅游目的地形象感知的时空演变特征探析

Temporal and Spatial Evolution of Beijing Tourist Destination Image Perception Based on UGC Analysis

旅游目的地形象感知研究是旅游市场营销领域的重要研究课题,用户生成内容的发展为旅游领域研究提供了重要数据来源。以国内5个旅游社交网站的游记文本为数据源,借助ROST CM、Gephi和ArcGIS等软件,探究北京旅游目的地形象感知的时空演变规律和影响机制。结果表明:(1)空间特征:游客感知北京景区空间结构发展不均衡,中心聚集效应明显;(2)时间特征:游客对目的地的感知重点呈现动态变化的特征;(3)演化特征:游客感知景区聚类程度整体有所增加,游客感知景区呈由中心向郊区扩展趋势,文化旅游成为新趋势;(4)大事件后的积极效应会对目的地形象产生影响,但存在一定的时效性;(5)游客对北京目的地形象的情感感知呈现积极情感为主的特征。

The image of tourist destinations is an important subject in the field of tourism marketing,and the development of user generated content provides an important source of data for research on this topic.Using the travel notes texts of the five major domestic tourism social networking sites as the data source,with the help of ROST CM,Gephi and ArcGIS software,we explore the temporal and spatial evolution characteristics and influence mechanisms of the perceived image of Beijing tourist destinations.The results show that:(1)for spatial characteristics,tourists perceive the unbalanced development of the spatial structure of Beijing scenic spots,and the central agglomeration effect is conspicuous;(2)with regard to temporal characteristics,tourists’perception of the destination mainly presents the characteristics of dynamic changes;(3)as for evolutionary characteristics,the general tourists perceive that destination image has increased in terms of scenic clusters degree.Tourists’perception of scenic spots is expanding from downtown to the outskirts,and cultural tourism has become a new trend;(4)the major events have positive effects on the destination image,but there exists certain timeliness;(5)tourists’emotional perception of the Beijing destination image mainly presents positive emotional characteristics.