基于游客生成内容的南京市旅游目的地形象感知研究——以Tripadvisor日本游客评论为对象

A Study of Tourist Perceptions of Nanjing City as a Tourist Destination Based on User-Generated Content—Focusing on Japanese Tourist Reviews on TripAdvisor

本文以南京为案例地,以日本人常用的旅游社交平台Tripadvisor (猫途鹰)中的日语评论为研究对象,采用大数据文本分析的方法,借助文本挖掘软件KH coder 3.0对日本游客关于南京的评论文本进行词频分析、语义共现网络分析等,探究日本游客关于南京目的地形象的感知。结果表明,游客对于南京不同维度的感知存在较大差异,按照感知程度由高到低排序为旅游吸引物、旅游基础设施、旅游环境、公共基础设施、休闲和娱乐、地方氛围;高频词共现网络进一步印证了游客对各个目的地形象维度感知的差异。从关注的内容上看,游客对南京丰富多样的景点和旅游资源感兴趣,他们对南京的历史文化、自然风光和人文景观等方面有着高度的关注和评价,注重参观和学习的体验,而对休闲娱乐活动的关注程度相对较低,对于相对主观和抽象的地方氛围评价较少。

This paper presents a case study of Nanjing, China, utilizing Japanese-language reviews from the popular travel social platform Trip Advisor. Employing data-driven text analysis techniques, particularly the KH Coder 3.0 text mining software, this research conducts word frequency analysis and semantic co-occurrence network analysis on Japanese tourists’ comments about Nanjing. The aim is to investigate Japanese tourists’ perceptions of Nanjing as a tourist destination. The results reveal substantial variations in how tourists perceive Nanjing across different dimensions, ranked by the level of perception from high to low as tourist attractions, tourism infrastructure, tourist environment, public infrastructure, leisure and entertainment, and local atmosphere. A co-occurrence network analysis of high-frequency words further confirms the differences in tourists’ perceptions across various destination image dimensions. In terms of content focus, tourists show a keen interest in Nanjing’s diverse attractions and tourism resources, with a strong emphasis on historical and cultural elements, natural landscapes, and cultural landmarks. They prioritize experiential learning and sightseeing activities, while demonstrating relatively lower levels of interest in leisure and entertainment activities. Assessments related to the comparatively subjective and abstract aspect of local atmosphere receive fewer mentions.