基于网络文本分析的节事旅游形象感知研究--以开封市菊花文化节为例

Image Perception of Festival Tourism Based on Network Text Analysis-A Case Study of Chrysanthemum Cultural Festival in Kaifeng City

在文旅融合发展背景下,节事旅游凭借其独特文化性以及强大的驱动力,逐渐成为研究热点。从游客角度出发,以其对开封市菊花文化节的网络游记为样本,运用内容分析软件ROST CM6,通过语义网络分析、高频特征词以及情感功能对其旅游体验进行了研究。结果发现:游客在参加开封市菊花文化节时在交通、人流量、活动形式等方面存在一定的消极情绪。基于研究结果从加强政府规划引导,制定节事旅游开发方案;完善市内基础设施建设,改善交通拥堵情况;依托色彩、品种、造型等优势打造强势品牌;融合宋文化和智慧化要素,增加活动趣味性等方面提出了相关建议,以进一步推动开封市文旅产业的发展。

Under the background of the integrated development of culture and tourism,festival tourism,with its unique culture and strong driving force,has gradually become a research hotspot.From the perspective of tourists,this paper uses the online travel notes of Kaifeng Chrysanthemum Cultural Festival as a sample.The content analysis software ROST CM6 is used to analyze their travel experience through semantic network analysis,high-frequency feature words and emotional functions.When participating in the Kaifeng Chrysanthemum Cultural Festival,there are certain negative emotions in terms of traffic,flow of people,and forms of activities.Finally,based on the research results,the Kaifeng Chrysanthemum Cultural Festival proposed to strengthen government planning and guidance and formulate festival tourism development plans.The traffic congestion and the city's infrastructure construction are improved.A strong brand is built by relying on the advantages of color,variety,shape and other advantages.Song culture and intelligent elements are integrated to increase the fun of activities.So,the development of Kaifeng's cultural tourism industry is further promoted.