基于网络文本分析的旅游形象感知研究

摘要

国民收入的稳步增加，催化了国民休闲意愿的日渐增强。而从旅游目的地的角度来说，都是以打造优质旅游形象作为己任的。因为旅游形象的提升有利于游客满意度的提高，所以一个优质的旅游形象是景区游客量的关键保障。随着网络数字时代渗入生活，与之而来的是游客和网络平台建立紧密的联系。个人在网站上传的“游记”、“攻略”等文字。因为网络平台的相对自由和开放并且没有强制性的特点，而使文字能够更直接、真实地表达游客对旅游目的地的形象感知，而且为潜在顾客提供了相关资讯。本文研究尝试用另一种方法来对旅游目的地形象来进行调查，通过前期在知名旅游网站上海量搜集所有与旅游目的地相关的近一年来的游记，再筛查出有研究意义的整合进行量化分析，从而了解在大多数游客心中旅游目的地的形象认知度。

本文选取韶山为案例地，分析旅游者对韶山游形象的感知，采用的研究方法包括网络文本分析法，内容分析法，个案研究法。通过对知名旅游网站的游记进行搜集、筛选，用Rost content mining软件进行分词，并进行词频统计，根据词频结果进行整理和归类，构建合适的二级类目，再规整到合适的一级类目。通过对韶山旅游形象一级类目和二级类目频次进行统计，再逐条分析，可以得出韶山旅游形象的哪种属性给游客留下的印象最为深刻，这是旅游者旅游满意度的保障。将重点放在韶山旅游形象的消极感知上，对游客的消极评价进行概念化提炼。最后通过仔细研读每篇游记，进行归纳统计，可以得到关于游客客源地、旅游动机、逗留时间、交通工具选择等信息。

为提升旅游者对韶山旅游的体验评价，吸引更多旅游者来韶山旅游，本文提出如下建议：硬件形象要素的提升包括导游人员综合素质提升，景区实行封闭式管理，纪念品规范化，建设民俗特色饮食街；软件形象要素的提升主要是地区加强和艺术表演院团合作，实行旅游与文化融合，增强感染力、影响力；旅游形象营销建议包括客源地市场宣传推介，以跟团游为突破口让韶山“二日游”成为主流，一对一促销。最后，结合文章的分析结果，为提升旅游者对韶山旅游形象的积极感知，提出自己的建议。

关键词：旅游形象感知；韶山；ROST Content Mining

Abstract

The willingness of the national leisure is increasing with the steady rise up of national income. And as to tourism destination,it is an important responsibility to building a high quality of tourism image. Because a high quality of tourism image can improve the satisfaction of tourists,so a great tourism image is the key to guarantee the tourist volume of a scenic spot.With the infiltration of Internet Age,a close relationship already established between visitors and Internet.People can upload“travel notes”、“raiders”and other text in the website.Because the network platform is relatively free and open and has no mandatory characteristics,so that the text can be more direct and true to express the tourists' perception of tourism destination image,and provide relevant information for the potential customers. This article try to use another method to survey tourism image.At first,collect travel notes about the tourist destination among a year on some well-known travel websites.Then select travel notes that has important significance and use qualified analysis method.So as to understand the image of tourism destination in most tourists.

This article selects Shaoshan as a case study,analyzes the tourists' perception of Shaoshan tourism image,and adopts the research methods including network text analysis,content analysis,case study method and so on.After collecting and select ing travel notes，use Rost content mining to get words segmentation and word frequency anizing and classifying the word frequency count，we could construct the sub categorys，and then consolidate the main categorys.After one by one analysis，it can be concluded that which parts of the Shaoshan tourism image left the most profound impression.By using grounded theory,the negative evaluation of tourists can be abstracted.At last,carefully study every travel notes to get the information of tourist source region,tourism motivation,length of stay,transportation.

In order to enhance the tourists' experience in Shaoshan and attract more tourists to here,following suggestions was puted forward.Improving hardware image elements include comprehensive quality promotion of tour guide，the close management of scenic spot,standardization of souvenirs,construction of the folk characteristics of eating Street;Improving software image elements include strengthen cooperation with performing arts,implementation of the integration of tourism and culture; Marketing suggestions of tourism image include market promotion of tourist source,making two