基于网络文本分析的民族村寨国际旅游形象感知研究——以黔东南州为例

On International Tourism Image Perception of Ethnic Villages Based on Network Text Analysis——Case Study of Qiandongnan

国际旅游形象是检验和衡量民族地区创建国际特色旅游目的地的重要依据。以黔东南州为例,利用Tripadvisor网站的英文评论数据为样本,通过KHCoder软件对入境游客的民族村寨旅游形象感知进行系统分析。研究发现,旅游认知形象感知主要表现在旅游目的地、旅游吸引物、旅游设施服务和旅游环境氛围四个方面;入境游客对适度开发的原生态民族村寨评价较高,对过度商业化以及旅游供给不足的民族村寨评价较低;民族村寨国际旅游形象感知曲线呈现出幂函数的分布特征,具有明显的"长尾"分布。据此,要树立包容性发展理念,实施保护性旅游开发。同时,要挖掘旅游产品文化内涵,提升旅游管理服务水平。

International tourism images are an important basis for testing and measuring the creation of international tourism destinations in ethnic areas.Taking Qiandongnan Prefecture as an example,by using the English comment data of the Tripadvisor website and KH Coder software,the article systematically analyzes the tourist image perception of the inbound tourists.The study finds that the perception of tourism cognition is mainly about tourism destinations,tourism attractions,tourism facilities services and tourism environment atmosphere.Inbound tourists have higher evaluation of moderately developed original ethnic villages,and lower evaluation for over-commercialization and ethnic villages with insufficient supply.The perception curve of international tourism images of ethnic villages presents the distribution characteristics of power functions,with obvious'long tail'distribution.Accordingly,it is necessary to establish an inclusive development concept and implement protective tourism development.At the same time,it is necessary to explore the cultural connotation of tourism products and improve the level of tourism management services.