基于扎根理论与文本分析的旅游地民宿意象感知研究

Images Perception of Tourist Accommodation Based on Grounded Theory and Text Analysis

为探索旅游者对旅游地民宿的感知意象,采用扎根理论与文本分析相结合的方法,借助NVivo 14软件与ROST CM 6软件的相关功能,构建旅游地民宿感知意象体系,分析旅游地民宿情感意象与整体意象。研究表明,旅游地民宿感知最为突出的意象元素是民宿特色、民宿性价比、民宿服务水平及民宿地理位置。旅游者对旅游地民宿的意象感知情绪以积极、正面为主,不存在高度消极情绪。主题语义网络呈“双核心”点状散发状态,网络中未出现负面词汇,旅游者对旅游地民宿的总体感知意象较好。注重主客互动及个性化服务,营造良好的周围环境,保持民宿房间的整洁与卫生,在提升民宿品质的同时保持价格稳定等对策能不断提升民宿本身的价值与吸引力,从而提升旅游者的体验满意度。

In order to explore the tourists’perception image of the residential accommodation in the tourist destination,the study conducts the method of combining the grounded theory with the text analysis,with the help of the related functions of NVivo 14 and Rost CM 6 software;constructs the perception image system of the tourist accommodation;and analyzes the emotion image and the whole image of the tourist accommodation.The results show that the most prominent image elements are the characteristics of the hostel,the price-performance ratio of the hostel,the service level of the hostel and the location of the hostel.Tourists’perception of the image of the tourist accommodation is positive,and there is no high negative emotion.The thematic semantic network is in the state of“Double core”,and there are no negative words in the network,tourists have a better overall perception image of the residential accommodation in the tourist destination.It is suggested to pay attention to the interaction between hosts and guests and personalized services,create good surrounding environment,keep the room clean and sanitary conditions,and maintain price stability while improving the quality of the hostel,so as to continuously enhance the value and attractiveness of the hostel itself,and enhance the experience satisfaction of tourists.