基于UGC杭州西湖旅游要素形象游客感知研究

Study on Tourist Perception Based on UGC Hangzhou West Lake Tourism Elements

本文借助第三方平台上的文本数据,以杭州西湖风景名胜区为例,用ROST Content Mining软件以内容分析法对文本资料进行分析,得出结论:1."西湖""杭州""美丽""景点""风景"排名前五的高频词表明游客着重关注旅游要素中的"游"、"养"、"学"。2.由高频词多维网状结构图可知游客对旅游要素的看重程度。3.游客对景区的总体满意度很高,评价以积极情绪为主。4.根据研究分析结果,提出相应的改善措施,提升游客的重游率。

With the help of the text data on the third-party platform and taking the Hangzhou West Lake scenic area as an example,the paper uses content analysis method to analyze the text data with ROST Content Mining software.It is concluded that 1.the top five frequent words of"West Lake","Hangzhou","beauty","scenic area"and"scenery"show that tourists focus on"traveling","health"and"learning"in the tourism elements;2.the high-frequency words manifest the important tourism elements that tourists focus on;3.tourists’overall satisfaction with the scenic area is very high and the evaluation is mainly positive;4.some corresponding improvement measures are proposed according to the results of the research to improve the revisit rate of tourists.