基于网络文本分析的文化遗产旅游地形象感知研究——以云冈石窟为例

Research on Image Perception of Cultural Heritage Tourist Destinations Based on Network Text Analysis-Yungang Grottoes as Example

文化遗产具有世界普遍认可的历史价值、文化价值、社会价值和经济价值,针对文化遗产的研究不仅让我们了解其价值,也有助于保护、增进和传承社会认知。以大同云冈石窟为例,以携程旅行、去哪儿旅行和同程旅行的在线评论为数据来源,借助ROST CM6词频分析软件进行词频分析、网络语义分析和文本编码分析,探究云冈石窟的旅游地形象感知。结果表明,评论高频词以名词为主,主要集中在景区景观和设施方面;认知形象成分主要体现在旅游资源、旅游服务和管理方面;情感分析中游客以积极情绪为主,中性和消极情绪占比较小。最后根据景区目前的不足提出相关对策。

Cultural heritage possesses historical,cultural,social and economic values that are universally acknowledged worldwide,and research on cultural heritage not only allows us to understand its value,but also helps to protect,promote and pass on social cognition.Taking Yungang Grottoes in Datong as an example,the online reviews of ctrip.com,quant.com and ly.com were used as the data source,and word frequency analysis,web semantic analysis and text coding analysis were conducted with the help of ROST CM6 word frequency analysis software to explore the image perception of Yungang Grottoes as a tourist destination.The results show that the high-frequency words of the comments are mainly nouns,mainly focusing on scenic landscapes and facilities;the cognitive image components are mainly reflected in tourism resources,tourism services and management;the tourists'positive emotions dominate in the sentiment analysis,and neutral and negative emotions account for a relatively small proportion.Finally,relevant countermeasures are proposed according to the current shortcomings of the scenic spot.