黄山风景区游客特征与旅游体验研究——基于百度指数和网络文本

Study on the characteristics and tourism experience of tourists in Huangshan Scenic--Area Based on Baidu Index and network text

利用网络数据分析游客特征和游客体验可以反映旅游目的地管理与运营中存在的问题,优化旅游目的地形象。本文以黄山风景区为研究对象,利用百度指数关键词搜索信息分析旅游目的地的网络关注度,探究旅游者行为特征;运用ROST CM6软件分析网络文本数据,探究游客对旅游目的地的形象感知、体验感受等内容。结果表明:①华东地区是黄山风景区的主要客源地,中青年群体对黄山风景区关注度最高,其中男性游客关注度略高于女性,游客出游时间主要在节假日;②游客对黄山风景区整体认可度较高,体验感较好,但在景区环境、游客情感态度,景区管理服务等方面还需要继续完善。景区可以通过联合周边景点共同打造全域旅游网络扩大景区影响力、针对市场特点推广营销发展策略、优化服务质量等办法进行优化升级,塑造景区文化形象,利用景区现有自然和文化资源打造文旅融合发展路径。

The use of network data analysis of tourist characteristics and tourist experience can reflect the problems in the management and operation of tourist destinations,and optimize the image of tourist destinations.This paper took Huangshan Scenic area as the research object,used Baidu Index keyword search information to analyze the Internet attention of tourist destinations and understand the characteristics of tourist behavior.This paper used ROST CM6 software to analyze the network text data and explore the image perception and experience of tourists to the tourist destination.The results showed that:①Huangshan Scenic area had a great influence in East China.Young and middle-aged people paid the most attention to Huangshan Scenic area,among which male tourists paid slightly more attention than that of female tourists,and tourists mainly travelied during holidays.②Tourists had a high overall recognition of Huangshan Scenic area and a good sense of experience.However,scenic area environment,tourists′emotional attitude and scenic area management services needed to be further improved.Scenic spots could expand the influence of the scenic spot by jointly building an all-region tourism network with surrounding scenic spots,optimize and upgrade the scenic spot by promoting marketing development strategies according to market characteristics,optimize service quality and other methods,shape the cultural image of the scenic spot,and make use of the existing natural and cultural resources to create an integrated development path of culture and tourism.