基于网络文本分析的崂山景区旅游体验研究

摘要

以崂山风景名胜区为案例地, 通过筛选整理携程旅行网上的相关游客评论文本, 使用ROST CM 6软件对网络文本进行分词、提取高频特征词和语义网络分析, 同时借助文本内容分析法探究旅游者在崂山风景区游览过程中的旅游体验感知特征.结果表明:游客对崂山风景区旅游形象的感知主要体现在景区景点、景区费用、景区气候、景区文化和景区服务方面.游客对崂山风景区的情感态度整体上趋于良好, 游客正面感知大于负面感知与中立感知, 满意度较高, 但对景区的门票价格、旅游基础设施、景区服务、景区管理等方面存在一定的消极感知.最后, 针对负面评价进一步提出改善旅游基础设施、提高景区管理水平与服务水平以及提升旅游目的地形象的建议.%Taking Laoshan Mountain Scenic Spot as a case to study and taking tourist comments on the scenic spot posted on the most influential domestic tourism website www.ctrip.com as text data, this paper uses ROST CM 6 software to segment words, extract high-frequency words, and analyze semantic networks, and also uses text analysis method to study the experience and perception of tourists who visited Laoshan Mountain Scenic Area.The analysis shows that the destination image perception of tourists is mainly reflected in scenery of scenic spots, fares, weather condition, culture and services.In addition, tourists' emotional attitude towards the destination is overall positive, the tourists who have positive perception are more than those who have negative or neutral perception, and they have a higher level of satisfaction.However, they have some negative perception on admission fees, facilities, services, and management.Finally, as far as the negative comments are concerned, the paper proposes suggestions for improving infrastructure, management and services.