基于游客情感的村落景区形象研究——以杭州红叶指南为例

Study on the Image of Village Scenic Spots Based on Tourists'Emotion-Taking Hongyezhinan of Hangzhou as an Example

以携程、马蜂窝上指南村景区的游客点评为文本,以指南村景观特色、区位交通、旅游服务、环境氛围等为指标,从游客情感的角度分析了红叶指南的目的地形象。通过八爪鱼爬取游客点评数据,ROST软件提取高频词进行词频词性分析、情感分析,生成游客感知的网络文本语义图等方式,得出了71.24%的游客对指南村旅游景区是积极情感,而14.98%的游客是持负面情感的分析结果。据此提出了维持乡村特色核心吸引力、加强数据化信息宣传、探索企业与村民利益共同体经营模式等针对性建议,旨在为村落景区旅游发展提供参考。

The text of this paper is based on tourists'comments of in Zhinan Village scenic spots of Ctrip and Hornet's Nest,two well-known tourism e-commerce companies.This paper analyzes the destination image of Hongyezhinan from the perspective of tourists'emotion by taking its landscape characteristics,regional transportation,tourism services and environmental atmosphere as indicators.ROST software extracted high-frequency words for word frequency part of speech analysis and emotion analysis,and generated the network text semantic map of tourists'emotion.It was concluded that 71.24%of tourists had positive emotion towards Zhinan Village scenic spots,while 14.98%of tourists had negative emotion.In order to provide decision-making basis for the tourism development of village scenic spots,targeted suggestions are proposed,such as maintaining the core attraction of rural characteristics,strengthening the data information publicity,and exploring the business model of the community of interests between enterprises and villagers.