基于网络文本分析的翁丁古寨火灾前后的 旅游形象感知变化研究

THE CHANGE OF TOURISM IMAGE PERCEPTION OF WENGDING BEFORE AND AFTER THE FIRE BASED ON WEB TEXT ANALYSIS

“十四五”规划以来,中国政府虽不断强调对旅游景区的保护,但景区被破坏的情况却时有发生。研究基于旅游服务平台网站上的文本数据,以翁丁古寨作为案例地,2021年2月14日火灾作为时间节点,采用了网络文本分析和情感分析的方法,从认知形象、情感形象和整体形象3个方面分别对火灾前后的形象变化进行对比分析,试图研究旅游目的地受灾前后所引起旅游者感知的认知形象、情感形象和整体形象产生的变化。研究发现:(1)旅游者对翁丁古寨的认知形象变化主要集中在旅游条件与服务质量、旅游吸引物以及旅游氛围上。(2)认知形象方面,重建后的翁丁古寨虽然能够提供好于灾前的旅游服务质量,但灾后翁丁古寨已经失去了旅游者所期待的旅游氛围与旅游吸引物。(3)情感形象方面,虽然目前旅游者对灾后翁丁古寨的情感以积极情绪占主导,但负面情绪的比例正在快速上升,中性情绪明显减少。(4)整体形象感知方面,旅游者感知的翁丁古寨整体形象并未出现变化,即佤族人构建的原始群居部落,但旅游者对翁丁古寨大火关注度的提高也成为了导致旅游吸引物关注度减少的原因之一。

Since the 14th Five-Year Plan,the Chinese government has constantly emphasized the protection of tourist attractions,but the scenic spots have been destroyed from time to time.Based on the text data of the Tourism Service Platform website,this study used the web-based text analysis and sentiment analysis method to analyze the 2021 of the fire on Feb.14 in Wengding as a case study,from the cognitive image,emotional image and the overall image of the three aspects of the image before and after the fire were compared and analyzed,this paper tries to study the changes of the cognitive image,emotional image and overall image of the tourists before and after the disaster.The findings are as follows:(1)The changes of tourists cognitive image of Wengding ancient village mainly focus on tourism conditions and service quality,tourism attractions and tourism atmosphere.(2)Although the reconstructed Wengding can provide better quality of tourism service than that before the disaster,the post-disaster ancient village has lost the tourist atmosphere and tourist attraction that tourists expect.(3)In the aspect of emotional image,although tourists emotion to Wengding after the disaster is still more positive,but began to appear obvious negative emotions,neutral emotions significantly reduced.(4)In the aspect of overall image perception,the tourists overall image of Wengding has not changed,Wa people,a primitive tribal community built by the Chinese,has been particularly concerned about the fire,which has reduced the visibility of tourist attractions.