基于网络文本分析的非遗旅游街区游客感知形象研究——以广州市永庆坊为例

Research on Tourists' Perception Image of Intangible Cultural Heritage Tourist Street Based on Online Text Analysis——A Case Study of Yongqingfang,Guangzhou

以广州市永庆坊非遗旅游街区作为研究对象,采用TF-IDF、Snow NLP、LDA模型挖掘其游客感知形象。研究发现:游客对该街区非物质文化认知较为薄弱;游客对该街区感知情感形象较为积极;游客对永庆坊的非遗旅游街区整体形象定位认知模糊。本文从人地关系视角方面,对非遗旅游街区感知形象的研究由“地”转至“人”,通过计算机处理大数据的优势,完善了过往研究方法可能导致的研究结果偏差,也为永庆坊经营者提供更为准确的游客偏好信息。

Taking the Yongqingfang Intangible Cultural Heritage Tourism District in Guangzhou as the research object,TF-IDF,SnowNLP,and LDA models are used to explore its tourist perception image.It is found that its cognitive image of intangible cultural resources is weak,its affective image is more positive,and for tourists the overall image of the street is vague.From the perspective of human-nature,this research is focusing the human not the nature,and taking the advantage of a computer dealing with big data,improving the methods of recent research which may lead to possible deviation;it also provides accurate preference information about tourists to the operator.