散客体验视角下巴马旅游目的地意象感知分析——基于网络文本挖掘的方法

Image Perception Analysis of Bama Tourism Destination fromthe Perspective of Individual Guest Experience——A Method based on Web Text Mining

随着互联网大数据时代的到来和公众对旅游需求的日益增加,在线旅行社也快速发展起来,与此同时所产生的大量网络评论数据,成为研究旅游目的地形象的一手资料和参考依据。以广西巴马长寿乡为研究对象,以携程网、马蜂窝和美团网等旅游平台挖掘的网络评论为数据样本,采用TF-IDF和LDA文档主题生成模型两种方法,分析网络用户对巴马人气最高的百魔洞、水晶宫、百鸟岩、长寿村等4个景区的认知、情感和整体意象感知。结果表明:(1)认知意象要素有目的地名称及地标、游览过程、自然风景特色、体验效果等4个群组,目的地的名称及地标是最重要的要素,其余的在不同的景区有差异;(2)情感意象整体为正面,除了长寿村存在商业化程度高的现象;(3)整体意象有鬼斧神工的石灰岩溶洞景观、变幻莫测的游览经历、千姿百态的钟乳石溶洞景观、田园村庄神秘的长寿现象。基于此,对巴马康养旅游目的地存在的问题提出相应的建议。

With the advent of the Internet big data era and the increasing public demand for tourism,online travel agencies have also developed rapidly.At the same time,the large amount of online comment data generated has become the image of Bama’s tourism destination in this study.The first-hand information and reference basis.Takes Changshou Township,Bama,Guangxi as the research object,and use online reviews mined by travel platforms such as Ctrip,Mafengwo and Meituan.The most popular Baimo Cave,Crystal Palace,Bainiao Rock,and Longevity Village,the cognition,emotion and overall image perception of 4 scenic spots.The results show that:(1)The cognitive image elements include 4 groups of destination name and landmark,tour process,natural scenery feature,experience effect,etc.The destination name and landmark are the most important elements,and the rest are in different scenic spots.(2)The emotional image is positive as a whole,except for the phenomenon of high commercialization in Longevity Village.(3)The overall image has the marvelous limestone cave landscape,the unpredictable tour experience,the varied stalactite cave landscape,and the rural village.Based on this corresponding suggestions are made to the problems existing in the tourist destination of Bama.