基于LDA和扎根理论的桂林旅游地感知形象研究

Research on the Perceived Image of Guilin Tourist City Based on LDA and Grounded Theory

旅游地形象是旅游地管理决策和营销的关键因素。以传统典型旅游城市桂林市为研究对象,选择2006—2021年携程与马蜂窝两个旅游网站游记为研究数据,采用LDA主题模型和扎根理论方法,探讨旅游城市形象感知的主要内容和影响因素之间的作用机制。结果表明:(1)基于LDA主题模型发现桂林旅游感知形象主要集中于旅游吸引物、旅游设施、旅游活动、旅游服务、旅游心理感知5个方面,但具有碎片化和表面化的特征;(2)基于扎根理论可知影响旅游地感知形象的六要素有认知形象、情感形象、功能形象、感知有效性、行为意向和旅游形象提升;梳理了六因素的相互关系和内在机制。

Tourism destination image is the key factor of tourism destination management decision.Guilin is taken as the research object,and the travel notes of Ctrip and hornet’s nest from 2006 to 2021 are selected as the research data.The LDA and the grounded theory method are used to explore the main contents of the image perception of tourist cities and the role of the influencing factors.The results show that:(1)Based on the LDA,the perceived image is mainly concentrated in five aspects:attractions,facilities,activities,services and psychological perception,but it has the characteristics of surface;(2)Based on the grounded theory,it has be seen that the six factors are cognitive image,emotional image,functional image perception,perceived effectiveness,behavior intention and image value promotion;In addition,the relationship and internal mechanism of the six factors have be sorted out.