基于网络文本分析的旅游目的地形象感知研究——以泗洪洪泽湖湿地景区为例

Research on image perception of tourist destination based on web text analysis——Taking Sihong Hongze Lake Wetland Scenic Area as an example

互联网和智慧旅游的快速兴起,改变了传统旅游景区相关信息的来源渠道,越来越多的人选择通过旅游网站获取旅游景区相关信息,并在旅游网站上对旅游景区进行评价,由此产生了丰富的评论数据。文章以泗洪洪泽湖湿地景区为例,基于携程、美团的网络评论文本,运用内容分析法,采用ROST CM 6.0软件,从游客认知、情感两方面挖掘游客对泗洪洪泽湖湿地景区的旅游形象感知,并对提升景区旅游形象提出建议。

The rapid rise of the Internet and smart tourism has changed the source channels of relevant information of traditional tourist attractions.More and more people choose to obtain relevant information of tourist attractions through tourism websites and evaluate the tourist attractions on tourism websites,resulting in a wealth of comment data.This paper takes Sihong Hongze Lake Wetland Scenic Area as an example,based on the online review text of Ctrip and Meituan,uses content analysis method and ROST CM 6.0 software to explore tourists’perception of the tourism image of Hongze Lake Wetland scenic spot from two aspects of tourists’cognition and emotion,and puts forward suggestions to improve the tourism image of the scenic spot.