网络文本数据挖掘下的北京博物馆游客感知特征研究

Research on Beljing Museum Characterlstlcs and Vlsltor Perceptlon under Text Data Mining

本研究以北京市五环内的备案博物馆互联网旅游评论数据为研究对象,采用文本分析和情感分析等方法,借助旅游地形象“认知—情感—整体”三维模型对北京市博物馆旅游地形象感知进行了探索。研究发现,游客对北京市博物馆整体形象感知强烈且以正面评价为主。在认知形象方面,游客对博物馆的建筑环境、展览内容、讲解服务等方面给予较高评价。在情感形象方面,游客对博物馆的情感以积极为主,其中建筑环境形象和讲解导览形象的积极情感最高。最后根据不足之处,提出以下建议:第一,升级基础设施,有效缓解场馆拥挤问题,同时增加互动设施和体验;第二,注重提升服务人员的专业素质和服务态度,借助网络平台为游客提供更好的游览体验。

This study takes the Internet tourism review data of registered museums within the Fifth Ring Road of Beijing as the research object,uses text analysis and emotional analysis and other methods,and uses the"cognition-emotion-whole"three-dimensional model of tourist destination image to perceive the image of Beijing's museum tourist destination.Exploration was carried out.The study found that tourists are most concerned about museum activities,people,places and regions,and especially prefer interactive and interesting projects.In terms of emotional image,tourists give positive evaluations of the museum's historical and cultural experience and parent-child visits,but there are also dissatisfaction with ticket prices,visit experience and other aspects.Overall,tourists'recommendation and willingness to revisit are low,and the proportion of positive emotions is high.Finally,based on the shortcomings,the following suggestions are put forward:(1)Upgrade the infrastructure to effectively alleviate the problem of overcrowding in the venues,and at the same time increase the interactive facilities and experiences.(2)Focus on improving the professional quality and service attitude of the service personnel,and provide better tour experience for tourists with the help of online platform.