基于网络文本分析的文化遗产地旅游形象感知研究——以“三孔”景区为例

Research on Tourism Image Perception of Cultural Heritage Sites Based on Network Text Analysis——Taking“Three Holes”Scenic Spot as an Example

[目的/意义]以旅游网站上的评论、游记等数据为研究对象,从认知、情感、整体等方面分析游客对“三孔”景区历史文化遗产的旅游形象感知。[方法/过程]利用Python对数据进行分词,并提取高频词;利用ROST CM语义网络分析发现导致游客不同情感反应的因素;利用微词云对游客的整体情感倾向进行分析。[结果/结论](1)游客对“三孔”景区文化遗产的感知具有整体性。游客对景区作为儒家文化的象征有着概括性认识,但对景区的具体文化遗产感知并不明显;(2)游客对“三孔”文化遗产的感知呈表面性。游客对景区旅游形象感知停留在“文化”“儒家文化”“文化底蕴”等符号上,而对更深层次的形象感知却相对缺失;(3)游客对“三孔”旅游形象的感知呈正面性,推荐意愿明显,但重游意愿偏低。旅游体验中的消极情绪主要来源于景区讲解和交通方面,并据此为景区的进一步发展提供建议。

[Purpose/significance]This paper takes the comments and travel notes on the tourism website as the research object,and analyzes the tourists’tourism image perception of the historical and cultural heritage of the“Three Holes”scenic spot from the aspects of cognition,emotion and overall.[Method/process]This paper uses Python to segment the data and extract high-frequency words,uses ROST CM semantic network analysis to find out the factors leading to different emotional responses of tourists,and uses microword cloud to analyze the overall emotional tendency of tourists.[Result/conclusion](1)Tourists’perception of the cultural heritage of the“Three Holes”scenic spot is holistic.Tourists have a general understanding of the scenic spot as a symbol of Confucian culture,but their perception of the specific cultural heritage of the scenic spot is not obvious;(2)Tourists’perception of the“Three Holes”cultural heritage is superficial.Tourists’tourism image perception of the scenic spot stays on the symbols of“culture”“Confucian culture”“cultural heritage”etc,while the perception of the deeper image is relatively lacking;(3)Tourists have a positive tourism image perception of“Three Holes”and the willingness to recommend is obvious,but the willingness to revisit is low.The negative emotions in the tourism experience mainly come from the explanation and transportation of the scenic spot.In view of the above,the paper provides suggestions for the further development of the scenic spot.