基于网络文本分析的旅游目的地形象感知研究——以临海市为例

Research on Perception of Tourism Destination Terrain Images Based on Network Text Analysis——Taking Linhai City as an Example

以携程网的游记作为样本,本文使用Python的jieba分词和snowNLP模块对样本整理得到前100个高频词汇、情感分析。通过主轴编码将高频词汇分成8个方面进行分析,发现游客对临海的感知大多为积极倾向。综合游客对目的地的感知形象,得出结论:(1)旅游资源方面,临海市的人文吸引物吸引力强,自然吸引物品质优秀。(2)情感分析中积极感知主要体现在临海市的人文历史底蕴深厚,特色美食价廉物美、当地居民热情好客等方面,消极感知则在于景区的拥堵,内部交通的拥堵以及主城区以外的交通不便捷因素造成。(3)加强对非热门旅游要素的营销与宣传。

Using Ctrip's travel notes as a sample,this article uses Python's Jieba word segmentation and snowNLP module to organize the top 100 high-frequency vocabulary and sentiment analysis for the sample.Through spindle encoding,high-frequency vocabulary was divided into 8 aspects for analysis,and it was found that tourists'perception of the seaside is mostly positive.Based on the perceived image of tourists towards the destination,it can be concluded that(1)in terms of tourism resources,Linhai City has a strong attraction for cultural attractions and excellent quality for natural attractions.(2)The positive perception in emotional analysis is mainly reflected in the profound cultural and historical heritage of Linhai City,the cheap and high-quality specialty cuisine,and the enthusiastic hospitality of local residents.The negative perception is caused by the congestion of scenic spots,internal traffic congestion,and inconvenient transportation outside the main urban area.(3)Strengthen marketing and promotion of non popular tourism elements.