摘要
游客目的地形象感知是提升旅游地活力的重要前提,但以往的研究多依赖于传统的问卷和访谈方法,因此在数据量上难以达到足够的规模。文章基于大众点评的用户评论数据,借助Envivo和ROST CM6软件,对劈柴院、栈桥和胶澳总督署的评论进行综合分析,探讨近几年来游客对旅游目的地形象感知的变化以及游客特征对评价的影响,从而分析评价背后的深层次原因。研究发现:(1)多数游客对青岛特色和滨海风貌有着较高的认同度,评价内容以积极性为主且趋于稳定;(2)男性负面评价的程度要高于女性,本地人的评价星级要高于外地游客;(3)游览设施和游客体验是游客消极评价的两个主要因素,尤其为食宿问题。最后,文章针对消极性评价提出建议,以期促进旅游目的地的可持续发展。
Tourist destination image perception is an important prerequisite for enhancing the vitality of tourist places,but previous studies have mostly relied on traditional questionnaires and interviews,making it difficult to scale up the amount of data.In this paper,based on user review data from popular reviews,we conduct a comprehensive analysis of the reviews of Splitting Courtyard,Trestle Bridge and Jiao'ao Governor's Office with the help of Envivo and ROST CM6 software to explore the changes in tourists'perception of tourist destination image in recent years and the influence of tourists'characteristics on the evaluation,so as to analyze the deep-seated reasons behind the evaluation.It is found that:(1)most tourists have a high degree of identification with Qingdao's characteristics and coastal scenery,and the evaluation content is mainly positive and tends to be stable.(2)the degree of negative evaluation is higher among men than women;the evaluation stars of locals are higher than those of foreign tourists.(3)tour facilities and tourists'experience are the two main factors of negative evaluation by tourists,especially the problem of accommodation and food.Finally,this paper puts forward suggestions for the negative evaluation in order to promote the sustainable development of tourism destinations.
出处
《建筑与文化》
2024年第10期225-227,共3页
Architecture & Culture
关键词
目的地形象
游客感知
大众点评
评论文本
历史建筑
destination image
tourist perception
public review
review text
historical architecture
