网络语境下游客感知表征和投射形象比较研究——以济南千佛山风景区为例

A Comparative Study of Tourists’Perceptual Representation and Projected Image in Network Context:A Case Study of Qianfoshan Scenic Area in Ji’nan

为了探究风景名胜区游客感知与官方投射形象的差异化程度及原因,以济南千佛山风景名胜区作为研究对象,运用ROST CM软件对其官方网站与游客评论内容中的高频词汇分别进行筛选,进行维度、情感分析对比并绘制词云图和语义网络图,进而对研究地旅游形象投射和感知进行比较研究。研究表明:风景区官方投射与游客感知的形象具有一定的差异且风景区和游客最重视的旅游目的地要素是旅游资源,千佛山风景区具有积极正面的旅游形象且吸引游客的两大要素是“三大名胜”称号和地理位置优势。针对研究结果,提出以下四点建议:发挥风景区独特优势,打造多样活动场所,加强多方位宣传力度,建立健全媒体监督机制。

In order to explore the differences between tourist perception and official projected image in scenic spots and the reasons,Qianfoshan scenic spot in Ji’nan was used as the research object,the high-frequency vocabulary in its official website and tourist comment content was screened separately and dimensioned using ROST CM software,and then the dimension and emotion analysis was compared and the word cloud map and semantic network diagram were drawn,in order to maked a comparative study on the projection and perception of tourism images in the study area.The results showed that there was a certain difference between the official projection of the scenic spot and the image perceived by tourists,and the most important element of the scenic spot and the tourist destination was tourism resources.Qianfoshan scenic area had a positive tourism image,and the two main elements that attracted tourists were the title of“Three Famous Places”and geographical advantages.On the basis of the research results,the following four suggestions are put forward:giving full play to the unique advantages of scenic spots,creating various activity places,strengthening multi-directional publicity,and establishing and improving the media supervision mechanism.