基于社交媒体大数据的杭州桂花景观游客体验分析

Tourist Experience of Hangzhou Osmanthus fragrans Landscape Based on Social Media Big Data Analysis

桂花景观是杭州极具代表性的植物景观,为游客提供了丰富的游憩体验和康养服务。以杭州西湖风景区为研究区域,通过收集微博评价大数据,以及实地调研、访问数据,结合ROST6.0软件构建评价数据库,使用相关性检验、语义分析等方法,分别在片区和景点两个空间尺度,研究桂花景观中游客的时空分布、感官体验与行为特征。结果表明:(1)游客在景点尺度上可以获得更好的景观体验;(2)游客会针对性地选择在盛花期出行赏桂;(3)感官体验越丰富的景点,提供的游憩和康养行为方式也更加多样。桂花景观的时空分布格局和感官体验显著影响了游客的行为模式,其结果可为桂花景观的设计与更新、景区未来可持续管理与发展等提供新的视角和参考依据。

Osmanthus fragrans landscape is a very representative landscape in Hangzhou city as a landscape with a rich recreational experience and health services.The study coupled the big data of Weibo users ’evaluation,the fieldwork data and the interview data in the Hangzhou Westlake Scenic Area,to construct the evaluation database using Rost 6.0 semantic analysis software;applied correlation test,semantic analysis and other methods to study the spatiotemporal patterns of tourists’ distribution,and their sensory experiences and behaviors across the Osmanthus fragrans landscape at the scenic spot and district scales respectively.The results show that:(1) Tourists can have a better experience in Osmanthus fragrans landscape at the spot scale;(2) Tourists prefer to visit the Osmanthus fragrans landscape during the blooming period;(3) Tourists’ behaviors linking to recreation and health are more diverse in those Osmanthus fragrans landscapes involving richer sensory experience.The conclusion indicates that the spatial and temporal distribution patterns and sensory experiences of the Osmanthus fragrans landscape significantly influence tourists’ behavioral patterns.The present study provides a new perspective and guideline for the design and renewal of the Osmanthus fragrans landscape,as well as the sustainable management and development of West Lake Scenic Area in the future.