基于网络文本分析的城市生产性景观旅游体验研究——以杭州八卦田景区为例

摘要

随着网络信息技术的普及和旅游网络平台的建立,网络评论和游记已成为游客表达游览诉求和反映对旅游目的地形象感知的重要途径,越来越多的游客在出行前选择收集网友关于目的地的评价,作为衡量景点优劣的重要手段.该研究以杭州八卦田景区为例,通过百度等搜索引擎以及携程等旅游网站将游客点评的网站文本数据作为样本,使用ROSTCM 6软件提取高频特征词,运用内容分析法,探索游客对八卦田景区的游览体验,对景区旅游形象进行评价,具体从游客旅游动机、景区环境,情感倾向及旅游产业四个方面进行表述,在此基础上进一步提出旅游基础设施的改善、营销方式的创新、文化内涵的挖掘以及旅游目的地形象提升的建议.%With the popularity of the network information technology and the establishment of the tourism network platform,network reviews and travel notes have become important ways for tourists to express visiting demands and reflect image perception of the destinations.More and more tourists choose to collect the evaluation about the destination before departure,which is an important way to measure the quality of scenic spots.Authors of this paper take Hangzhou BaguaTian scenic area as an example,through search engines such as Baidu and Ctrip Travel website to take the site text data of visitors as the sample,extract high-frequency characteristic words by using ROST CM 6 software,use the content analysis method to explore the tour experience of the BaguaTian scenic area,evaluate the tourism image of the scenic spots,specifically from the tourists motivation,scenic environment,emotional tendencies and the tourism industry.Based on this,authors of this paper put forward suggestions on the improvement of tourism infrastructure,innovation of marketing,excavation of cultural connotation and promotion of tourism destination image.