基于网络文本的旅游者文化体验度研究——以大运河沧州段为例

Research on Tourist Cultural Experience Degree Based on Network Text—Taking Cangzhou Section of the Grand Canal as an Example

旅游者对文化体验需求增加,景点文化供给需要改革,该文基于网络文本提出旅游者文化体验度的计算方法,对旅游者文化体验度进行研究。首先,运用Word2vec模型计算旅游者文化体验度;其次,运用TF-IDF模型从旅游者评论文本中提取关键词,并依据审美体验、娱乐体验、教育体验、移情体验4个文化体验度一级表征指标以及自然景观、人文景观、环境氛围、游览等9个二级表征指标,将关键词按照指标归类;最后,运用Spearman等级相关系数法对文化体验度表征指标间的相关性进行测度,并根据文化体验度表征指标间的相关性测度结果,指出提升旅游者文化体验度的多种实现路径。该文以大运河国家文化公园建设为背景,选取大运河沧州段21个主要文化景点,进行了分析验证,结果表明沧州段旅游者审美体验和教育体验直接对旅游者的文化体验度提升产生影响,景点对这两种体验进行提升将有助于旅游者获得更好的文化体验。

Tourists’ demand for cultural experience is increasing, and the cultural supply of scenic spots needs to be reformed. This paper proposes a calculation method of tourist’ cultural experience degree based on network text, and researches tourists’ cultural experience degree. Firstly, the Word2vec model is used to calculate tourists’ cultural experience degree. Secondly, the TF-IDF model was used to extract keywords from tourist review texts, and the keywords were classified according to the four first-level representation indicators of cultural experience, namely aesthetic experience, entertainment experience, educational experience and empathic experience, and the nine second-level representation indicators, namely natural landscape, cultural landscape, environmental atmosphere and tour. Finally, the Spearman rank correlation coefficient method is used to measure the correlation between the indicators of cultural experience degree, and according to the correlation measurement results of the indicators of cultural experience degree, the paper points out a variety of ways to improve tourists’ cultural experience degree. Based on the grand canal national culture construction as the background, select 21 major cultural attractions in Cangzhou section of Grand Canal, are analyzed, the results show that Cangzhou tourists aesthetic experience and education experience directly affect tourists cultural experience of ascension, scenic spots of the two kinds of experience to ascend will help tourists get better cultural experience.