基于网络游记的张家界市旅游目的地形象感知研究

Research on Image Perception of Tourism Destinations in Zhangjiajie Based on Network Travel Notes

游客对旅游目的地的形象感知是影响旅游活动的关键性因素之一,以湖南省张家界市作为研究对象,采集马蜂窝和携程网的游记文本,运用ROSTCM6.0进行词频分析、情感分析和网络语义分析,引入感知-情感模型从感知形象和情感形象两方面对张家界市旅游形象感知进行研究。结果表明:张家界市自然资源给游客留下的印象最为深刻,基础设施较完善,但人文资源有待开发,旅游模式有待创新,城市氛围缺少特色。为促进张家界市旅游的高质量发展,从旅游吸引物向体验式转变、发展微度假使其成为主旋律、营造独具特色的城市氛围、加强城市旅游服务体系建设等方面提出了建议。

In recent years,tourism has developed vigorously both at home and abroad,gradually becoming the main driving force for economic development.The image perception of tourist destinations is one of the key factors affecting tourism activities.This paper takes Zhangjiajie City,Hunan Province as the research object,collects travel notes from Mafengwo and Ctrip,uses ROSTCM6.0 for word frequency analysis,emotional analysis,and network semantic analysis,and introduces a perceptual emotional model to study the perception of tourism image in Zhangjiajie from both perceptual and emotional images.The results show that Zhangjiajie's natural resources leave the most profound impression on tourists,with relatively complete infrastructure.However,human resources need to be developed;tourism models need to be innovated,and the urban atmosphere lacks characteristics.In order to promote the high-quality development of tourism in Zhangjiajie City,suggestions have been put forward in such aspects as transforming tourism attractions into experiential ones,developing micro tourism to make it the main theme,creating a unique urban atmosphere,and strengthening the construction of the urban tourism service system.