基于网络文本分析的旅游形象研究——以鼓浪屿为例

通过网络文本收集游客对旅游目的地形象的评价和感受，运用挖掘数据手段，得到游客感知目的地形象属性与特征，已成为旅游形象研究的重要途径．以厦门鼓浪屿为例，将游客点评网站文本数据作为样本，使用ROSTContent Mining软件提取鼓浪屿旅游形象的高频特征词，了解鼓浪屿旅游形象的内容和主题；运用内容分析法，建构分析类目，探索游客对鼓浪屿旅游形象的感知；对旅游形象属性进行评价，了解鼓浪屿在游客心目中形象的优劣程度。为鼓浪屿旅游形象完善和提升提供依据，完善了以网络文本为数据来源的旅游形象研究方法。

Study on Tourism Image Based on Web Text Analysis： Case of Gulangyu

Collecting tourists＇ evaluation and experience of tourism destination image from the web text by data mining tools for acquiring the evaluation and experience of the perceived tourism destination image has become an important way to study tourism image. Firstly, taking Gulangyu as an example, the study serves the text data of the travel review site as the research sample, and uses the ROST ContentMining software to extract the high--frequency words displaying characteristics of Gulangyu＇s tourism, im- age attributes for understanding the content and theme of Gulangyu＇s tourism image. Secondly, the study uses the content analysis and constructs the content analysis categories in order to explore the tourists＇ perception of tourism image. Finally, it evaluates the tourism image attributes to learn Gulangyu＇s good or bad degree in the eyes of the tourists. The study provides a basis to＇im- prove and enhance Gulangyu＇ s tourism image, and perfects the tourism image research methods of serving web text as data source.