基于网络文本分析的主题公园旅游地形象感知探究--以广州长隆欢乐世界为例

Research on the Image Perception of the Theme Park Tourism Destination Based on the Network Text Analysis--A Case Study of Guangzhou Chimelong Paradise

旅游地形象研究是旅游界研究的一大热点,对于旅游地而言,优质的形象有利于提升游客满意度以及重游意愿,助推景区保持稳定的游客量并提升知名度。采用网络文本分析法研究游客对广州长隆欢乐世界的形象感知,通过数据采集软件采集携程网上的用户点评,结合ROST CM6.0文本分析软件,运用高频词分析、语义网络分析和情感分析对旅游地形象进行分析。结果表明:(1)长隆欢乐世界的旅游主体多为亲子游,用户点评时注重孩子的游玩感知;(2)“项目”一词是用户点评的核心词汇,表明游客感知到长隆欢乐世界是一个游玩项目众多的主题公园;(3)通过情感分析,发现积极情绪占总评论数量的73.39%,表明游客对长隆欢乐世界的满意度较高,但消极情绪中所反映出的问题,需要旅游地加以重视。

The research on tourist destination image is a hot spot in the tourism industry.For tourist destinations,the high-quality image is conducive to improving the tourist satisfaction and the willingness to revisit,boosting the scenic spot to maintain a stable number of tourists and enhance popularity.This paper uses the network text analysis method to study the image perception of tourists to Guangzhou Chimelong Paradise,collects the user comments on Ctrip online through the data acquisition software,and analyzes the tourism terrain image by using high-frequency word analysis,semantic network analysis and emotion analysis combined with Rost cm6.0 text analysis software.The results show that most of the tourists in Guangzhou Chimelong Paradise are parents and children,and the users pay attention to children's play perception when commenting.It shows that the word“project”is the core word of users’comments,indicating that tourists perceive that Chimelong Paradise is a theme park with many amusement projects.Through emotional analysis,it is found that positive emotions account for 73.39%of the total comments,indicating that tourists are highly satisfied with Chimelong Paradise,but the tourist destination needs to paid attention to the problems reflected in negative emotions.