摘要
游客在游览活动后的网络在线评价日趋成为塑造和传播旅游目的地形象的重要因素,也对游客的决策行为与满意度产生直接影响。运用网络文本分析法,从游客角度阐述景区的旅游形象,使用爬虫软件获取青秀山景区旅游网站的评论,借助集搜客和ROST CM6软件,将文本材料具体化和直观化,进行高频词统计。并从认知、情感、整体3个形象维度对青秀山旅游形象感知进行研究。结论为:服务质量与价格是游客关注的核心因素;整体情感态度为积极情绪,消极情绪主要体现在景区收费标准不统一,服务质量不达标。整体上来看,游客对青秀山景区旅游形象的评价比较高,但仍有很大提升空间景区要通过丰富旅游产品、完善旅游设施、加强管理以及构建网络宣传平台等措施,提升游客满意度,推动青秀山景区旅游可持续发展。研究结果对旅游目的地的营销重点和持续发展具有一定的启示。
The online evaluation of tourists after sightseeing activities has increasingly become an important factor in shaping and disseminating the image of tourist destinations,and also has a direct impact on tourists'decision-making behavior and satisfaction.Web text analysis is used to explain the tourist image of the scenic spot from the perspective of tourists.Crawler software is used to obtain comments on the tourism website of Qingxiu Mountain Scenic Spot.The text materials are concretized and visualized with the help of Jisouke and ROST CM6 software,and high-frequency word statistics are carried out.And the image perception of Qingxiu Mountain tourism is studied from three image dimensions:cognition,emotion and whole.The conclusion is:service quality and price are the core factors that tourists pay attention to;The overall emotional attitude is positive emotion,while the negative emotion is mainly reflected in the inconsistent charging standards and substandard service quality.On the whole,tourists have a relatively high evaluation of the tourism image of Qingxiu Mountain scenic spot,but there is still a lot of room for improvement.The scenic spot should enhance tourists'satisfaction and promote the sustainable development of Qingxiu Mountain scenic spot by enriching tourism products,improving tourism facilities,strengthening management and building network publicity platforms.The results of this study have some implications for the marketing focus and sustainable development of tourist destinations.
作者
林轶
王博
Lin Yi;Wang Bo(School of Business Administration,Guangxi University,Nanning,Guangxi 530000 China)
出处
《绿色科技》
2023年第20期170-175,235,共7页
Journal of Green Science and Technology
关键词
青秀山
网络文本分析
旅游目的地
形象感知
Qingxiu mountain
web text analysis
tourist destination
image perception
