基于网络表达的安徽省红色旅游意象分析

Analysis of Red Tourism Image in Anhui Province Based on Network Expression

旅游地意象及游客感知对旅游目的地发展至关重要。基于网络文本数据、采用扎根理论和“认知—情感”模型,分析安徽红色旅游地意象,结果表明:红色基因宝库、革命教育圣地是游客整体感知意象;游客情感表达以积极情绪为主,景区资源品位、教育功能等积极情绪值较高;高频词呈现以“教育”“革命”“历史”为核心层,以“烈士陵园”“新四军”“烈士”为组合外缘的辐射圈层结构,且构成新四军文化、红军文化、战争文化和农村改革文化四个主题意象区。红色旅游意象分析旨在为安徽红色旅游高质量可持续发展提供参考。

The image of tourist destination and its perception are crucial to the development of tourist destination.Based on the online reviews,this paper uses the grounded theory and the“cognitive emotion”model to analyze the image of Anhui red tourism area.The results show that a treasury of red gene and a shrine for revolutionary education are the overall image perceived by tourists;Tourists’emotional expression is mainly positive,with positive recognition of the scenic spot resource,and its educational function and so on;High-frequency words include“education”,“revolution”and“history”at the core of the graph,with“martyrs cemetery”,“New Fourth Army”and“martyrs”at the periphery of the graph,which forms four theme image areas:the New Fourth Army culture,the Red Army culture,war culture and rural reform culture.This analysis is aimed at providing guidance for sustainable high-quality development of Anhui red tourism.