基于网络文本分析的新疆旅游品牌传播研究

Research on the Brand Image Dissemination of Xinjiang Tourism Based on Network Text Analysis

文章以探究新疆旅游品牌现状为目的,以国内知名旅游类网站携程网作为内容对象,收集以新疆旅游为主题的相关游记110篇,运用文本分析的研究方法,提取高频词,构建语义网络,分析情感倾向,展现新疆旅游的品牌形象。研究认为,受众对于新疆的感知和结论整体上趋向于正面,但是在基础设施建设、区域文化内涵传播、人性化管理、旅游品牌传播等方面还存在问题。

To explore the current situation of Xinjiang tourism, this research has collected 110 travel notes about Xinjiang tourism on the travel website Ctrip. By using text analysis research methods, extracting high-frequency words, constructing a semantic network, and analyzing emotional tendencies, this research has explored the brand image of Xinjiang tourism in depth. Based on the data, the study shows that the audience’s perception and conclusions towards Xinjiang tend to be positive as a whole, but there are still problems in infrastructure construction, regional cultural connotation dissemination, humanized management, and tourism brand dissemination.