基于平台大数据的城市红色旅游网络感知意象及其情感分析——以南昌市为例

Perception Image and Emotion Analysis of Urban Red Tourism Network Based on Platform Big Data——Taking Nanchang as An Example

探研红色旅游目的地品牌形象感知特征,可为红色旅游目的地品牌建设、意象空间优化、文旅价值彰显提供明确的治理方向以及决策思路。以南昌市为研究案例区域,结合大数据爬虫技术构建数据集,运用文本分析技术和扎根理论探析游客感知图谱。南昌红色旅游目的地网络感知意象可划分为“人民军队的摇篮”“革命英雄的城市”“红色教育的圣地”“旅游休闲的中心”4个维度,并呈现出“中心-次中心-外圈层”的网络结构;其形象认知因子可归纳为4个主类目和12个次类目;在形象情感方面,积极情绪明显高于中性及消极情绪,消极情绪占比最少。

Exploring the perceptual characteristics of red tourism destination brand images can provide clear governance directions and decision-making strategies for brand building of red tourism destinations,optimizing the image space and showcasing cultural and tourism values.Based on the case study of Nanchang,the datasets were constructed by using big data reptilian technology,and the text analysis technology and grounded theory were used to analyze the visitor perception map.The network perception image of Nanchang as a red tourism destination can be divided into 4 dimensions:the cradle of the People’s army,the city of Revolutionary Heroes,the Holy Land of Red Education,and the center of tourism and leisure,these perceptions present a network structure of“center-subcenter-outer circle”,and its image cognitive factors can be summed up into 4 main categories and 12 sub-categories,positive emotions are significantly higher than neutral and negative emotions,with the latter being the least represented.