基于虚拟社区的旅游凝视分析——故宫意象感知研究

Tourism gaze analysis based on the virtual community——A study of image perception of the Forbidden City

随着互联网与移动终端技术的普及,越来越多的游客选择在旅游OTA平台分享旅游经历。为了了解游客眼中的故宫意象,采用质性研究的方法,对旅游门户网站中的数据进行在线云采集,使用ROST CM6软件对文本数据进行高频词统计分析,对故宫的认知意象特征进行研究。研究结果发现:故宫人文景观具有高度代表性和独特性,皇家建筑成为故宫的核心吸引物,故宫馆藏对游客构建故宫意象起到正面促进作用,并且故宫利用丰富的展览内容和先进展览手段,对故宫意象的构建也发挥了积极作用。在此基础上,提出设置多条主题游览路线、丰富游客对故宫的印象、加强藏品展览功能、丰富故宫文化内涵等建议。

With the popularization of the internet and mobile terminal technology,more and more tourists choose to share their travel experiences on the travel OTA platform.In order to understand the image of the Forbidden City in the eyes of tourists,we used qualitative research methods to collect the online cloud data from travel portals;and ROST CM6 software was used to perform statistical analysis of high frequency words on the text data,thus to study the cognitive image characteristics of the Forbidden City.The research found that the cultural landscape of the Forbidden City is highly representative and unique,the royal architecture has become the core attraction of the Forbidden City;the collections of the Forbidden City play a posifive role in the visitor construction;and the Forbidden City has great effect on the constrution of the intention by using rich exhibition contents and advanced exhibition means.On this basis,it is proposed to set up multiple thematic tour routes to enrich tourists'impression on the Forbidden City,strengthen the exhibition function of the collections and enrich the cultural connotation of the Forbidden City.