旅游者对客家特产的体验感知——基于网络游记的内容分析

On Tourists' Experience of Hakka Special Local Product——Based on Content Analysis of Online Travels

在广大的客家地区,特殊的地域环境与深厚的客家文化相互交融,孕育了丰富的客家特产,已成为当地重要的旅游商品。运用内容分析法,以携程旅行网中相关游记等数据为样本,使用ROST Content Mining软件分析旅游者对客家特产的体验感知。研究表明,旅游者对客家特产的整体印象较好,但也存在一些负面情感的感知和评价;旅游者对食品类客家特产的感知最强,而对其他各类客家特产的关注偏少,感知较弱。建议通过丰富品类、打造品牌、创新设计、提升服务等措施,提高旅游者对客家特产的体验感知。

In the Hakka area, the special geographical environment and the deep Hakka culture blend with each other, which has enriched the Hakka special local product, and has become an important tourism commodity. Based on tourists' online travels, this paper analyzed tourists' experience of Hakka special local product by ROST CM6, using content analysis method. The results showed that: Tourists have a better impression of Hakka special local product, but also some negative feelings. Tourists are most sensitive to the food products, but less attention to other types of Hakka special local products. We propose to improve the tourists' experience of Hakka special local product by enriching category, creating brand, innovating design, improving service and other measures.