基于网络文本分析的武汉市旅游形象探究

Exploration of Wuhan Tourism Image Based on Network Text Analysis

互联网时代,越来越多的游客在出行前通过搜索各类网络游记从而做出旅游决策。网络游记信息量大,传播范围广,对旅游目的地形象的建立和影响日益增强。选取武汉市为案例研究地,通过在线抓取蚂蜂窝、携程上关于武汉的游记内容,运用Rost Content Mining软件,采用内容分析法,得出旅游者关于武汉市的整体和分项旅游认知形象及情感评价,并提出了准确定位城市形象、分区域培育优势旅游资源、优化城市公共形象,利用网红景点为推手进行形象营销等提升城市形象的对策。

In the Internet era,more and more tourists make travel decisions by searching various types of online travel notes before they travel.Network travel notes have a large amount of information and a wide range of dissemination,which have a growing impact on the establishment and image of tourist destinations.In this paper,Wuhan City is selected as a case study site.Through online capture of the antennas of the cellular and Ctrip on Wuhan,using Rost Content Mining software and content analysis method,the authors get the overall and sub-category tourism cognition image and emotional evaluation of Wuhan,and put forward the accurate positioning of city image,sub-regional cultivation of advantageous tourism resources,and optimization of urban public image,and using of online red spots as a promoter to carry out image marketing and other measures to enhance the image of the city.