基于文本挖掘的旅游目的地官方投射形象体系构建研究——以安徽芜湖为例

A research on the construction of official projection image system of tourism destination base on text mining—A case study of Wuhu,Anhui

文章以“欢乐芜湖”微信公众号和微博为例,对官方话语下的芜湖市投射形象文本内容进行分析。结果表明:①投射形象网络整体呈现发散状、由中心向周围发散,“文化”“旅游”和“乡村”是官方话语体系中与“芜湖”关联的核心要素,是目的地重点投射的形象;②官方投射形象体系包含6个主类目和13个次类目,主类目投射的重要程度不同,其中旅游吸引物和旅游环境与体验分别是投射的第一、二层次,占比最大;③构建芜湖市官方投射形象聚焦结构图,投射结果与城市品牌形象定位“人民城市,欢乐芜湖”吻合。

Taking“HUANLE WUHU”wechat account and Weibo as examples,this paper analyzes the text content of Wuhus projec-tion image under the official discourse.The results show that:①The projection image network as a whole is diverging from the center to the surroundings.“Culture”“tourism”and“countryside”are the core elements associated with“Wuhu”in the official discourse system,and are also the key images projected by the destination.②The official projection image system consists of 6 main categories and 13 sub-cate-gories.The importance of dimensions of destination projection image is different.Tourism attraction and tourism environment and experience are the first and second levels of projection respectively,accounting for the largest proportion.③Construct the focus structure diagram of the official projection image of Wuhu,and the projection results are consistent with the city brand image positioning of“Peoples City,Happy Wuhu”.