基于网络文本的甘南藏族自治州旅游吸引物形象感知研究

Research on Image Perception of Tourist Attractions in Gannan Tibetan Autonomous Prefecture Based on Web Text

以甘南藏族自治州为研究对象,从去哪儿等网站随机选取游记和评论为研究材料,利用质性分析软件ROST CM和Nvivo12从研究文本的词频特征和内容意义展开分析。结果表明,在词频统计的前120个高频词中,人文类旅游吸引物占45%,自然类旅游吸引物占22%,感知情感占18%;旅游者对甘南州旅游吸引物的认知可归纳为动植物、山体、社会风情、宗教建筑等8个维度;甘南州旅游吸引物形象情感评价以正面居多,中立、负面较少涉及;游客感知到的甘南州旅游吸引物形象呈现幂函数曲线的分布特征,"长尾"分布特征明显。

Taking Gannan Tibetan Autonomous Prefecture as the research object,the frequency of words and the meaning of the content of the text were analyzed with qualitative analysis software ROST CM and NVIVO12 basing on the travel notes and reviews randomly selected from websites such as Qunar.The results show that,among the top 120 high-frequency words,the cultural tourist attractions,natural tourist attractions,and perceptual contents were account for 45%,22%,18%,respectively.Tourists’cognition of the tourist attractions in Gannan could be summarized into 8 dimensions,such as animals and plants,mountains,social customs,religious architecture,etc.The emotional evaluation of Gannan tourist attraction image is mostly positive,but the neutral and negative evaluation is less.The image of Gannan Tibetan Autonomous Prefecture tourist attractions perceived by tourists presents the distribution characteristics of power function curve,and the"long tail"distribution characteristics are obvious.