基于网络数据文本分析的皖南古村落旅游形象维度分异研究——以西溪南古村落为例

Research on the Differentiation of Tourism Image Dimensions of Ancient Villages in Southern Anhui Based on Text Analysis of Network Data:Taking the Ancient Village of Xi Xinan as an Example

以西溪南古村落为案例地,采集整理携程、穷游、去哪儿、马蜂窝等多家OTA平台的网络游记与在线评论,结合ROST CM6软件和网络文本内容分析法,分析探讨西溪南古村落的旅游形象感知维度分异现象。研究发现:西溪南古村落旅游形象感知维度包括旅游环境、旅游吸引物、基础设施和休闲活动四个方面,不同感知维度的重要性存在显著差异;目的地形象生成历经认知形象—情感形象—意动形象—整体形象四个阶段,景点、环境、休闲活动、历史文化、建筑等多个维度共同影响着西溪南古村落旅游整体形象的塑造;安徽省内和省外游客对西溪南古村落的旅游感知印象存在明显差异。省内游客倾向关注旅游环境,省外游客更为关注旅游吸引物和基础设施维度。

Taking Xi Xinan ancient village as a case study,this paper collects the online travel comment and online tourism platforms,such as Ctrip,Qyer,Qunar,Mafengwo,etc.,and tries to analyze and discuss the differences of tourism image perception dimensions of Xi Xinan ancient village by using a software which is called ROST CM6 and network content analysis.The result show that:Tourism image perception dimensions of Xi Xinan include tourism environment,tourism attractions,infrastructure and leisure activities,and the essentiality of different perception dimensions is significantly different.The formation of destination image has four stages:cognitive image,emotional image,emotional image and overall image.Scenic spots,environment,leisure activities,history and culture,architecture and other dimensions jointly affect the shaping of the overall image of Xi Xinan ancient village tourism.There are obvious differences in the tourism perception impression of Xi Xinan ancient village between tourists in Anhui Province and tourists outside Anhui Province.Tourists in the province tend to pay much more attention to the tourism environment,while tourists outside the province tend to pay attention to the dimensions of tourism attractions and infrastructure.