陕西文化旅游品牌感知形象研究

A Study on the Perceived Image of Shaanxi Cultural Tourism Brand

运用网络文本挖掘法的情感倾向测度、社会语义网络分析和高频词感知研究,对陕西文化旅游品牌的感知形象进行探究。研究表明:游客对陕西文旅品牌保持正面积极情感,整体较为满意;“景区”“服务”“导游”是陕西文旅品牌形象感知的核心高频词,景区依托型文旅品牌和服务人员水平获得游客认可;历史人文遗产型、演艺节庆型、自然风光型、主题公园型和特色小镇型文旅品牌的游客满意度均超75%,已形成知名度高、独特性强的龙头品牌。对于文教研学型文旅品牌面临小、散、弱的发展问题,建议构建有代表性的地域品牌以提高游客认知度和满意度。

Through the sentiment measurement,social semantic network analysis and high-frequency word perception of web text mining method,this paper explored the perceptive image of Shaanxi cultural tourism brand.Three conclusions are drawn from the analysis.Firstly,tourists maintain positive feelings about Shaanxi cultural tourism brands and are generally satisfied.Secondly,"scenic area","service",and"tour guide"are the first-level core high-frequency words for the image perception of Shaanxi cultural tourism brand,and the scenic area's relying cultural tourism brand and the level of service personnel are positively recognized by tourists.Thirdly,the satisfaction of tourists from historical and cultural heritage,performing arts festivals,natural scenery,theme parks,and characteristic small town cultural tourism brands has exceeded 75%,and has formed a leading brand with high reputation and uniqueness.However,teaching-research-oriented cultural tourism brands are facing small,scattered,and weak development problems.Therefore,representative regional brands should be built to improve tourist awareness and satisfaction.