文本挖掘的媒介立面群旅游形象感知研究——以钱江新城灯光秀为例

Research on Tourism Image Perception of Media Facade Cluster Based on Text Mining:A Case of Lighting Show in Qianjiang New City

随着夜间经济在中国的蓬勃发展,建筑立面与光电显示耦合而成的媒介立面群成了城市夜间形象建设的主力产品之一。为了探寻媒介立面群的感性评价维度,本文基于网络文本,通过ROST CM 6.0与扎根理论分析方法,挖掘钱江新城灯光秀的形象感知。结果表明:①该灯光秀高频关键词形成了三层结构,“灯光秀”与“杭州”连接密集,达到城市形象宣传的目的;②游客对钱江新城灯光秀的认可度较高,对其整体形象感知是积极的,其中积极评论占比为88.19%;③媒介立面群的旅游形象感知评价体系由旅游资源、在场行为与旅游评价三个维度构成。针对消极评价,本文从人居环境、创意内容和需求层次三方面提出相关建议。

With the flourish development of night economy in China,the media facade cluster formed by the coupling of building facade and photoelectric display become one of the main products for the construction of urban night image.In order to explore the perceptual evaluation dimension of media facade cluster,based on network text,this paper explores the image perception of the lighting show in Qianjiang New City through ROST CM 6.0 and grounded theory analysis method.The results show that:①The high frequency keywords of the lighting show create a three-tier structure,and the links between“lighting show”and“Hangzhou”are close,so as to achieve the purpose of promoting urban image.②Tourists have a high degree of recognition on the lighting show in Qianjiang New City,and their perception on the overall image is positive.The proportion of the positive evaluation is 88.19%.③The tourism image perception evaluation system of media facade cluster consists of three dimensions:tourism resources,presence behavior and tourism evaluation.For the negative evaluation,this paper puts forward suggestions from three aspects:habitat,creative content and demand level.