云水谣历史古镇景区形象感知研究

Image Perception of the Historical Ancient Town Scenic Spot of Yunshuiyao

文章以云水谣古镇为例,采用网络文本和IPA相结合的分析方法,在携程网、蚂蜂窝、大众点评网、去哪儿网、同程网、TripAdvisor等旅游网站上获取游客对景区的评价数据,使用GooSeekerv9.0.4软件在高频词汇分析、情感分析和语义网络分析的结果中构建分析模型,评价游客景区体验要素结构和体验质量,剖析基于网络数据的历史古镇景区形象感知。结果表明:游客对该景区体验要素的关注度相对集中;游客对该景区体验要素的重要性感知度差异较大;未来历史古镇景区可从景区内外部环境、景区热门景点、历史文化背景、活动策划项目、基础服务设施5个方面进行改进提升,从而为游客提供更高质量的游览体验。

The paper collects the tourists comments on Yunshuiyao Ancient Town from travel websites such as Ctrip,Mafengwo,Qunar,Tongcheng TripAdvisor using the analysis method combining Network text and IPA,and then builds an analysis model with the results of high-frequency vocabulary analysis,sentiment analysis and semantic network analysis,using GooSeekerv9.0.4 software,to evaluate the tourism experience element structure and tourist experience quality,and analyzes the image perception of historical towns based on Network data.The results show that:tourists have a relative concentrated attention to the experience elements of the scenic spot;and tourists are larger different in their perception of the importance of the experience elements of the scenic spot.The research shows that in the future,the historical ancient town can be improved from five aspects,including the internal and external environment,popular scenic spots,historical and cultural background,event planning projects and infrastructure facilities,so as to provide tourists with higher quality tour experience.