基于网络文本分析的青海湖景区旅游形象感知研究

Analysis of Tourism Image Perception in Qinghai Lake Scenic Area Based on Web Text

随着大数据时代的到来,网络点评文本会影响游客对旅游景区的感知形象,搜集了“携程”“美团点评”“去哪儿”“同程旅行”等旅游网站的游客点评文本,运用ROST CM6.0网络文本挖掘工具进行分词和词频统计对青海湖景区旅游形象感知高频词进行了语义网络分析及情感分析。结果表明:在认知形象上,青海湖景区自然景观吸引物成为游客主要认知;游客对青海湖良好的生态环境方面的关注度较高;在整体形象上,游客对青海湖景区正面情绪占比较高,但也存在对服务设施和管理等方面存在一部分中性情绪和负面情绪。根据研究结论提出以下建议:一是提高青海湖景区文旅融合程度,打造文化青海湖;二是提升景区管理服务质量,全方位、多层次的满足游客需求;三是创造多元旅游产品,满足游客的多样化消费需求,提高游客二次消费的能力。

With the advent of the era of big data,the online review text will affect tourists'perceptual image of tourist attractions.This paper collects tourist review texts from tourism websites such as Ctrip,MeituanDianping,Where to Go,Tongcheng Tourism,etc.,and uses ROST CM6.0 online text mining tool to carry out word segmentation and word frequency statistics on Qinghai.Semantic network analysis and emotional analysis of high-frequency words in tourism image perception in lake scenic spots have been carried out.The results show that in terms of cognitive image,the natural landscape attraction of Qinghai Lake scenic spot has become the main cognition of tourists;tourists pay more attention to the good ecological environment of Qinghai Lake;in terms of overall image,tourists have a high positive mood towards Qinghai Lake scenic spots.However,there are also some neutral and negative emotions about service facilities and management.Based on the research findings,this paper proposes the following suggestions:the first is to improve the integration of culture and tourism in Qinghai Lake scenic areas and create a cultural Qinghai Lake;The second is to improve the quality of scenic area management services and meet the needs of tourists in all aspects and at multiple levels;The third is to create diverse tourism products to meet the diverse consumption needs of tourists and improve their ability to make secondary purchases.