基于文本挖掘的山岳型景区旅游形象感知研究——以云台山景区为例

Research on tourism image perception of mountain scenic spots using web text mining method--A case study of Mountain Yuntai scenic spot in China

旅游形象感知研究对于山岳型景区品牌形象的建设和传播具有重要意义.以云台山景区为例,基于2016—2020年携程旅行网发布的关于云台山的82篇网络游记,运用文本挖掘方法对云台山旅游形象感知进行研究.结果表明,游客出游时间集中在二、三季度,停留时间一般为1~3 d,出游人员以家人、朋友居多,出游方式以散客自由行为主;游客对云台山景区的认知形象、情感形象均以积极感知为主,其特色形象强于作为山岳型景区的类型形象.该研究有助于明确云台山旅游形象定位,也可为其他山岳型景区旅游形象塑造提供参考与启示.

The research of tourism image perception is vitally important for the construction and communication of mountain scenic spot brand.Taking Mountain Yuntai scenic spot in Henan Province as an example,based on the 82 online travel notes about Mountain Yuntai scenic spot issued by Ctrip between 2016—2020,this paper discussed tourist perceived image of Mountain Yuntai using text mining method.Results are as follows:most of the tourists are families and friends,mainly taking family self-driving trips of 1~3 days,and the main time is around the second and third quarters.Both of the tourists cognitive image and affective image on Mountain Yuntai scenic spot are mainly positive,and the characteristic image is stronger than its type image as mountain scenic spot.The research will help to clarify the positioning of Mountain Yuntai tourism image and provide reference and enlightenment for tourism image shaping of other mountain scenic spots.