山岳型5A级景区游客的情感表达与形象感知——以安徽省为例

Research on the Emotional Expression and Image Perception of Tourists in Mountainous Scenic Areas in Anhui Province

山岳型景区在我国旅游发展及区域经济中占有重要地位。基于游客评论网络文本分析安徽省5A级山岳型景区的形象感知与情感表达,结果显示:自然景观是形象感知的主体,游客对景区产品体验、形象感知及情感表达存在相似性和差异性;感知高频词为景点、设施、服务和体验4大类目,且呈长尾型分布;语义网络图呈“核心—边缘”状分布,整体呈以景区、风景、缆车为节点的三核多层格局,各景区呈以景区名为节点的单核多层次格局;情感表达积极占比较高,中性和消极占比较低;在旅游要素满意度中,对住、行、游、娱的满意度较高,对食、购的满意度较低。当前,应通过宣传特色资源、提高景区形象辨识度、推动设施环境建设、推进产品创新开发等措施,不断提升景区建设质量和服务水平。

Mountainous scenic areas are in an important position in upgrading China’s tourism industry and driving the surrounding regional economy.Based on the texts of tourists’online comments,the image perception and emotional expression of them were analyzed with content analysis method,cognitive theory and analysis software.The results show that:there are similarities and differences in tourists’product experience,emotional expression and brand image perception of Anhui mountainous scenic areas;high-frequency words of tourist perception are“attractions”,“facilities”,“service”and“experience”with a long-tail type distribution,and each scenic area has its own characteristic word system with significant image recognition.The semantic network of individual scenic spot and all scenic spots shows a radial“core-edge”distribution:the scenic areas on the whole takes a multi-level pattern of distribution around“scenic spot”,“views”and“cable car”,while individual scenic area shows a single core and multi-level pattern centered on scenic area names.Tourists expressed a relatively high percentage of positive emotions and a lower percentage of neutral and negative emotions;of the major factors,“accommodation”,“transportation”,“tour”and“entertainment”get the highest tourist satisfaction,while“food”and“purchase”get lower satisfaction.The quality of service of scenic areas should be improved by publicizing feature scenic resources,improving the image recognition of scenic areas,promoting the construction of facilities and environment,and promoting product innovation and development.