基于网络文本分析的旅游形象感知研究——以长沙为例

Research on tourism image perception based on network text analysis:Taking Changsha as an example

目的地旅游形象关乎目的地吸引力及游客的选择,而准确地了解游客的旅游目的地形象感知,是有效提升旅游目的地形象的基础.以7个网站中2019—2020年游客视角下发表的242篇网络游记作为数据来源,利用网络文本分析法对长沙旅游形象感知进行了研究.结果表明:(1)长沙旅游形象可分为知名建筑和旅游景点、美味特色小吃、独特人文氛围和旅游体验三大主题;(2)橘子洲、臭豆腐、岳麓山、美食、茶颜悦色、太平街等对旅游者的吸引力较大;(3)旅游者对旅游吸引物、旅游设施和服务的感知较为深刻,而对旅游环境和氛围感知仍不足;(4)旅游者对长沙情感形象的积极、消极和中性情绪占比分别为64.78%、11.57%和23.65%,长沙仍存在不能给旅游者带来深刻体验感的问题.据此,提出长沙旅游形象提升策略,以促进长沙旅游业高质量发展.

The tourism image of a destination is related to the attractiveness of the destination and the choice of tourists,and accurately understanding tourists’perception of the tourism destination image is the foundation for effectively enhancing the image of a tourism destination.Using 242 online travel notes published from the perspective of tourists in 7 websites from 2019 to 2020 as data sources,this study uses network text analysis to study the perceived tourism image of Changsha city.The following conclusions are drawn:(1)The tourism image of Changsha can be divided into three main themes:well-known buildings and tourist attrac⁃tions,delicious specialty snacks,unique cultural atmosphere and tourism experience;(2)Orange Island,stinky tofu,Yuelu Mountain,food,tea with a pleasant complexion,Taiping Street are more attractive to tourists;(3)Tourists have a deep perception of tourism attractions,facilities and services,while their perception of the tourism environment and atmosphere is still insufficient;(4)The proportion of positive,negative,and neutral emotions among tourists towards the emotional image of Changsha is 64.78%,11.57%and 23.65%respec⁃tively,so Changsha still has the problem that it can not bring profound experience to tourists.Based on these,strategies for enhancing the tourism image of Changsha have been proposed to promote the high-quality devel⁃opment of Changsha’s tourism industry.