基于网络文本分析的冰雪旅游地游客形象感知研究——以鄂西地区为例

Research on Tourist Image Perception of Ice and Snow Tourism Places Based onNetwork Text Analysis——Taking the western region of Hubei as an example

在北京冬奥会及国家政策支持的背景下,湖北省加快发展冰雪运动正当其时。以鄂西地区8大滑雪场影响游客冰雪旅游感知的积极和消极因素为研究对象,通过文本分析法、文献资料法、实地调研法,分析游客对鄂西地区滑雪场的认知和情感形象。重点以5个大型旅游网站筛选出的有效评价作为研究样本,利用ROST CM6软件,从游客视角出发进行研究。发现游客对鄂西地区冰雪旅游的整体体验感较好,认知形象感知度较高,总体推荐意愿高,但重游意愿低;滑雪场的区位环境、内部环境、新奇体验是游客正面反馈的主要因素;主要负面评价在旅游设施和旅游服务方面。提出注重旅游安全感知,提高游客安全感;提升旅游设施感知,满足游客共性化需求;改善旅游服务感知,增加游客重游意愿等建议,以期不断优化鄂西地区的冰雪旅游形象,为湖北省冰雪旅游的蓬勃发展提供理论参考。

Against the background of Beijing Winter Olympic Games and national policy support,it is timely to accelerate the development of ice and snow sports in Hubei Province.Taking the positive and negative factors affecting tourists'perceptions of ice and snow tourism in eight major ski resorts in the western region of Hubei as the research object,this paper analyzes tourists'perceptions and emotional images of ski resorts in the western region of Hubei through the methods of text analysis,literature review and field research.This paper focuses on the valid evaluations screened from five large-scale tourism websites as the research sample,and uses the ROST CM6 software to study from the tourists'perspective.It is found that the overall experience of tourists'perception of ice and snow tourism in the western region of Hubei is good,the perception of cognitive image is high,the overall willingness to recommend is high,but the willingness to revisit is low;the location environment,internal environment and novel experience of the ski resort are the main factors for tourists'positive feedback;the main negative evaluations are in tourism facilities and tourism services.Suggestions such as focusing on tourism safety perception to improve tourists'sense of security;improving tourism facilities perception to meet tourists'common needs;improving tourism service perception to increase tourists'willingness to revisit are put forward in order to continuously optimize the ice and snow tourism image in western Hubei Province and provide theoretical references for the flourishing development of ice and snow tourism in Hubei Province.