基于网络文本分析的乾陵景区旅游形象感知研究

Study on perceiving image of tourism destination of Qian Tomb based on the web text mining

良好的旅游形象直接影响着潜在游客的出游意愿,准确地了解游客的旅游目的地形象感知,是有效提升旅游目的地形象的基础。文章以携程旅行网的游记作为样本,采用以ROST CM为工具的网络文本分析法,从词频、网络语义、情感三方面对乾陵旅游目的地的形象感知进行分析,据此提出改善和提升乾陵景区旅游形象的建议。

Tourism destination image has a direct bearing on tourists’consumption decisions.An accurate understanding of tourists’perception of tourism destination image is the basis for effectively improving the tourism destination image.Base on a sample online travel notes in Ctrip and the web text mining with analytic tools of ROST CM,this article analyzed the perceiving image of tourism destination of Qian Tomb from the following aspects:Word frequency,semantic web and emotion.Finally,the results were discussed and some suggestions to improve perceiving image of tourism destination of Qian Tomb were given accordingly.