基于互联网文本数据的旅游地意象感知分析与综合吸引力评价——以南京市为例

Imagery Perception Analysis and Comprehensive Attraction Evaluation of Tourism Destinations Based on Internet Text Data:Taking Nanjing City as Example

以旅游门户网站评论文本数据为基础,采用词频-逆文本频率(TF-IDF)算法与潜在狄利克雷分配(LDA)模型挖掘游客意象感知特点,构建融合情感因子、可达性因子、等级因子的旅游地综合吸引力评价模型,分析南京市旅游地吸引力空间分布格局。结果表明:(1)TF-IDF算法提取的各旅游地关键词揭示出游客的关注要点,体现了游客在意象空间标志物、旅游吸引力、情感共鸣等方面的意象感知;(2)LDA模型聚类析出的七大主题揭示了南京市旅游地的总体意象,表现为景观多元化、结构复杂度高、环境品质好、游览需时长、性价比高等方面;(3)以南京夫子庙、钟山风景区为代表的旅游地成功塑造了鲜明的意象,古都特色既给部分热点旅游地烙上“历史文化”铭牌,也在一定程度上削弱了载体的自身特色;(4)综合吸引力评价显示,旅游资源等级较高、集聚效应明显的秦淮区和玄武区构成了南京市旅游中心集聚区域,以新近开发为主的旅游地构成了中间环状分布和边远零散分布区域。

Based on the review text data of tourism portals,term frequency-inverse document frequency(TF-IDF) algorithm and latent Dirichlet allocation(LDA) model were used to mine the characteristics of tourists' image perception.And a comprehensive attraction evaluation model integrating emotional factor,accessibility factor and hierarchical factor was constructed to reveal the spatial distribution pattern of tourist destinations in Nanjing City.The results show that:(1) The keywords extracted by TF-IDF algorithm reveal the explicit aspects of tourists' concerns and reflect tourists' image perception in imagery space markers,tourism attraction,emotional resonance,and the like.(2) The seven themes of LDA model cluster reveal the overall image of 22 tourist destinations in Nanjing City,which is characterized by diversified landscape,high structural complexity,good environmental quality,more time required for sightseeing,and higher cost performance and so on.(3) The tourist destinations represented by Nanjing Confucius Temple and Zhongshan Scenic Area have successfully shaped profound images.The characteristics of ancient capitals not only brand some hot tourist destinations with “historical and cultural” nameplates,but weaken the carrier's own characteristics to some extent.(4) The comprehensive attractiveness evaluation shows that Qinhuai District and Xuanwu District,which have high tourism resources grade and obvious agglomeration effect,constitute the agglomeration area of Nanjing tourism center,and the newly developed tourist destinations constitute the middle ring distribution and remote scattered distribution area.