基于网络文本分析的汉口江滩旅游形象感知研究

Research on Tourism Image Perception of Hankou River Beach in Wuhan based on Web Text Analysis

基于游客体验视角,以武汉汉口江滩为研究对象,运用网络爬虫软件获取携程和大众点评网两大热门旅游网站的旅游评论数据,时间跨度为2015—2023年。使用ROST CM6软件和内容分析法,从安全、生态、活力、文化等四个方面探究游客对汉口江滩的旅游形象感知,分析其存在的问题并提出提升策略。研究结果表明,汉口江滩是一个集安全、生态、活力、文化四大功能于一体的人民乐园。游客对汉口江滩的旅游形象情感认知以积极情绪为主,积极情绪主要针对汉口江滩的景观资源和旅游体验收获方面,而负面情绪主要表达为对景区管理、文化挖掘、基础设施等方面仍存在不满意之处。在此基础上对汉口江滩服务质量欠缺之处提出针对性建议,以使游客获得更好的游玩体验。

Based on the perspective of tourist experience,take Hankou River Beach in Wuhan River Beach Water Conservancy Scenic Area as the research object,collect the tourism review data of two popular tourism websites,Ctrip and Dianping,from 2015 to 2023,obtain a large number of online review texts by using web crawler software,and use ROST CM6 software and content analysis method to explore tourists’perception of the tourism image of Hankou River Beach,analyse its existing problems and propose improvement strategies.The results show that Hankou River Beach is a people’s paradise integrating four functions:safety,ecology,vitality and culture.The emotional cognition of the tourism image of Hankou River Beach in the reviews is mainly positive emotions.Positive emotions are mainly for the landscape resources and tourism experience harvest of Hankou River Beach,while negative emotions are mainly expressed in the dissatisfaction with the management and other services of the scenic area.Therefore,on this basis,puts forward targeted suggestions on the deficiencies in the service quality of Hankou River Beach,so as to make tourists have a better experience.