基于在线评论的文学旅游地形象感知研究——以杜甫草堂为例

A Study on Image Perception of Literary Tourist Destinations Based on Online Reviews——Taking Du Fu Thatched Cottage as an Example

在文旅融合背景下,文学旅游作为文化旅游的重要分支,文学旅游地的开发与提升变得愈发重要。旅游目的地的形象感知在一定程度上反映了旅游目的地的发展状况,对于旅游目的地的开发与提升有重要参考作用。从携程网上获取游客对杜甫草堂的评论文本数据,采用情感分析法和内容分析法,从游客的认知和情感等方面研究游客对文学旅游地杜甫草堂的形象感知。结果表明:游客对杜甫草堂的认知主要集中在旅游吸引物、旅游设施与服务、旅游环境、旅游评价等四个方面,游客对杜甫草堂的整体形象是积极的,积极情绪的评论占比较大,而中性和消极情绪的评论较少,游客的消极情绪主要集中在管理服务、环境氛围、旅游产品等方面。

In the context of the integration of culture and tourism,literary tourism is an important branch of cultural tourism,and the development and promotion of literary tourism destinations has become more and more important.The image perception of a tourist destination reflects the development status of the tourist destination to a certain extent,and plays an important reference role in the development and improvement of the tourist destination.The text data of tourists’comments on Du Fu Thatched Cottage are obtained from Ctrip,and sentiment analysis and content analysis are used to study tourist’image perception of Du Fu Thatched Cottage,a literary tourist destination,from the aspects of tourists’cognition and emotion.The results show that tourists’perception of Du Fu Thatched Cottage is mainly concentrated in four aspects:tourist attractions,tourist facilities and services,tourist environment,and tourist evaluation.Tourists have a positive overall image of Du Fu Thatched Cottage,and comments with positive emotions account for a large proportion,while there are fewer reviews of neutral and negative emotions and tourists’negative emotions are mainly concentrated in management services,environmental atmosphere,tourism products and so on.