基于网络文本分析的游客旅游地形象感知对比研究 —以甪直古镇和南浔古镇为例
A Comparative Study of Tourists' Perceived Image of Tourism Destinations Based on Web Text Analysis: Two Case Studies of Luzhi Ancient Town and Nanxun Ancient Town
投稿时间:2019-08-31  修订日期:2019-10-12
DOI:
中文关键词:  网络文本  形象感知  内容分析法  甪直古镇  南浔古镇
英文关键词:Tourists' Perceived Image  Content Analysis  Luzhi Ancient Town  Nanxun Ancient Town
基金项目:基于演化经济地理学视角的旅游地发展演化过程与机制研究——以江南六大古镇为例 ( 41401145)
作者单位E-mail
侯宇 上海对外经贸大学 houyu_eliza@hotmail.com 
马木兰 上海对外经贸大学  
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中文摘要:
      在旅游信息化的快速发展过程中,各类网络平台上的游客评论受到了广泛关注,网络情境下旅游地形象感知研究也成为国内外研究的热点问题。为了促进甪直古镇和南浔古镇的长远发展,文章采用内容分析法,基于游客生成的网络文本分析了游客的形象感知。结果发现,尽管游客对甪直古镇和南浔古镇的形象认知受限于古色古香的人文景区型江南水乡小镇,但是从游客形象认知中也能较好地识别出两个古镇资源特色和优势;游客对两个古镇有关旅游资源、旅游设施和管理服务的感知存在一定的差异;两个古镇的游客文本语义网络呈现出“核心感知-期望感知-潜在感知”三个圈层旅游地吸引体系结构;游客对两个古镇的整体情感体验以积极情绪为主,在情感程度上以一般情绪为主,游客对南浔古镇的情感体验优于甪直古镇。最后,为甪直古镇和南浔古镇旅游地形象管理提出了相关建议。
英文摘要:
      With the rapid development of tourism Information technology, tourists’ comments or reviews from various network platforms have been widely concerned. In this respect, the research on tourist’s perception of tourism destination has gained more and more attention. In order to improve the development of Luzhi Town and Nanxun Town, the paper analyzes tourist’s perceived image based on web text analysis. The findings suggest that two towns are both mainly known as cultural scenic ancient water towns in the Southern Yangtze River, but the characteristics and advantages of the two towns can be well identified from the tourist perception of the ancient towns’ resources, tourism facilities and management services. The semantic network analysis of tourist’ comments present three-tier attraction structure of "core perception-expectation perception-potential perception". Moreover, the overall emotional experience of tourists in the two towns is mainly positive, and the emotional level is neither strong nor weak. Interestingly, the tourist’s experience in Nanxun town is much better than that in Luzhi Town. Finally, the paper proposes some suggestions on the management of tourism image of two towns.
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