基于在线评论文本的游客感知图书馆形象研究——以携程旅行网为例

Research on the Visitor Perceived Image of Library Based on Online Comment Text ——A Case Study of Ctrip

随着文化和旅游的深度融合发展,图书馆在文化旅游中的重要性日益凸显。文章以携程旅行网的图书馆点评文本为数据来源,采用信息计量学方法,分析游客感知的主要的图书馆形象因素,描绘游客眼中的图书馆形象;采用扎根理论研究方法,通过对图书馆点评文本进行三级编码,构建图书馆形象模型。研究发现,图书馆在游客眼中呈现出“建筑漂亮,免费开放,藏书丰富,阅览室安静,值得参观”的形象。图书馆形象模型由4个核心范畴、9个维度、51个节点构成。为进一步优化图书馆形象,今后应努力塑造图书馆文化品牌,提供沉浸式旅游体验,拓宽形象传播渠道,打造图书馆文创IP。

With the deep integration of culture and tourism,the importance of library in cultural tourism has become more obvious.This paper takes the comment text of library of Ctrip as the data source,analyzes the main image factors of library perceived by tourists using the informetrics methods,and describes the library image in the eyes of tourists.Based on research methods of grounded theory,this paper constructs a library image model through three-level coding of comment text of library.This research finds that the library presents the image of"beautiful building,free admission,rich collection of books,quiet reading room,worth visiting"in the eyes of tourists.The library image model consists of 4 core categories,9 dimensions and 51 nodes.In order to further optimize the image of the library,it is necessary to build the cultural brand of the library,provide immersive tourism experience,broaden the image communication channel,and build the cultural and creative IP of the library.