乡村旅游目的地人文景观特征评价研究——以山东省兰陵县压油沟景区为例

Evaluation of Cultural Landscape Characteristics in Rural Tourism Destination—A Case Study of Yayou Gou Scenic Area in Lanling County, Shandong Province

本文探索利用网络文本分析方法来研究和评价乡村旅游目的地人文景观特征,促进其可持续发展。以山东省兰陵县压油沟乡村景区作为研究对象,以美团网和携程网中关于压油沟的游客评论文本作为数据来源,使用ROST Content Mining 6软件进行网络文本的分析,探索压油沟乡村景区的人文景观特征和游客的情感态度评价。研究发现压油沟景区具有民宿、戏台与博物馆三种建筑景观、饮食与表演活动、乡土气息与红色文化浓厚等人文景观特征。游客对其态度呈现以积极为主,占83.64%,中性情绪占5.45%,消极情绪占10.91%。并尝试通过语义网络与游客行为分析评价态度产生的原因。最后从游览人群、景区服务、景点开发、人文特色等方面提出发展建议。

This paper explores the usage of Internet text analysis method to study and evaluate the cultural landscape characteristics in rural tourism destination for its sustainable development. Taking the Yayou Gou scenic area, in Lanling county, Shandong province as the study case, with the tourist comment texts on Meituan and Ctrip websites as the data source, ROST Content Mining 6 software was used to analyze the Internet text and explore the cultural landscape characteristics and tour-ists’ emotional attitude evaluation of Yayou Gou rural scenic area. It is found that Yayou Gou rural scenic area has three characteristics. Firstly, the main architectural landscape types are home stay, theatre stage and rural museum. Secondly, food landscape and performance activities are popular. Lastly, local vernacular atmosphere and Red culture are rich. Tourists’ attitude towards that is mainly positive, accounting for 83.64%, neutral mood accounted for 5.45%, and negative mood ac-counted for 10.91%. The paper also attempts to analyze and interpret the causes of attitude through semantic network and tourist behavior. Some suggestions are put forward from the aspects of tourists, scenic spot service, scenic spot development and cultural characteristics.