基于网络文本分析的历史名园游客感知形象研究——以余荫山房为例

Research on Tourist Perceptions of Historic Gardens Based on Network Text Analysis—A Case Study of Yuyin Shanfang(Ancient Garden)

以余荫山房为研究对象,提取网络游记和评价数据,使用旅游形象“认知-情感”模型,运用网络文本分析方法提炼游客对余荫山房的认知形象感知,然后进一步通过扎根理论的方法对游客消极情感因素进行逐层编码,挖掘余荫山房存在的问题。研究结果显示:游客对余荫山房认知形象重要性比较为:“旅游吸引物”“空间环境”“体验价值”“景区服务与管理”;此外,导致游客消极情感的主要影响因素为旅游资源体验,其中包括地方小、可玩性低、商业化气息浓厚、公共交通不方便等问题。基于此,提出了相关建议:余荫山房应以文物古迹本体为前提,尊重历史文脉;深耕余荫山房园林内涵,打造好历史名园品牌特色;丰富和创新旅游体验,强化解说体系建设,提高游客参与度;发展避免过度商业化,打造优质文创产品;加强园区管理,完善园区设施,在保护与发展之间取得平衡,实现可持续发展。

Taking Yuyin Shanfang(Ancient Garden)as the research object,this paper extracts data from online travelogues and reviews,uses the"cognitive-emotional"model of tourism image,applies network text analysis methods to systematically sort out the cognitive images of Yuyin Shanfang(Ancient Garden)by tourists,and further codes,classifies,and summarizes the negative emotional factors of tourists through the method of grounded theory.The research results show that the importance ranking of tourists'cognitive images of Yuyin Shanfang(Ancient Garden)is as follows:"tourist attractions""spatial environment""experience value""scenic area services and management".In addition,the main influencing factors causing negative emotions among tourists are tourism resource experiences,including issues such as small scale,low playability,strong commercial atmosphere,and inconvenient public transportation.It is suggested that Yuyin Shanfang(Ancient Garden)should take cultural relics an d monuments as the premise and respect historical context;the connotation of Yuyin Shanfang(Ancient Garden)'s gardens should be developed to create distinctive characteristics of historical famous gardens;tourism experiences should be enriched and innovated.Interpretation system construction should be strengthened to enhance tourist participation;Development should avoid excessive commercialization and create high-quality cultural and creative products;it is necessary to strengthen park management,improve park facilities,strike a balance between protection and development,and achieve sustainable development.