哈尔滨冰雪季旅游形象感知研究

Research on tourism image perception in Harbin Ice and snow season

利用网络文本大数据,采用内容分析、情感分析、语义网络分析法,通过游客对冰雪旅游的认知、情感与整体形象的分析,探索哈尔滨冰雪旅游形象感知。结果表明:(1)冰雪、雪雕、天气等自然资源是游客对哈尔滨冰雪旅游的基本认知形象。(2)游客对冰雪旅游资源、环境、体验的满意度较高,印象以积极正面情感为主。(3)整体形象上,哈尔滨冰雪旅游的整体形象是“冰雪之城”,正向积极感知占比较高。

With the online text big data,content analysis,sentiment analysis,and semantic network analysis methods were applied to explore the image perception of ice and snow tourism in Harbin through the analysis of tourists'cognition,emotion and overall image of ice and snow tourism.The results showed that:(1)Natural resources such as ice and snow,snow sculptures and weather were the basic image of tourists'perception of ice and snow tourism in Harbin.(2)Tourists were highly satisfied with ice and snow tourism resources,environment and experience,and their impressions were mainly positive emotions.(3)In terms of overall image,the overall image of Harbin ice and snow tourism was a"city of ice and snow",with a high proportion of positive perceptions.