野生动物旅游景区游客情感特征研究——以长隆野生动物世界为例

情感分析已成为大数据文本挖掘领域的热门话题。分析旅游者对野生动物旅游景区的情感,对于理解人与野生动物的互动机制具有重要意义。文章以长隆野生动物世界为例,采用国内旅游社交网站的用户评论文本为数据源,运用内容分析法和情感倾向分析法,在建立野生动物旅游专属词库基础上,从景区体验情感、管理要素认知情感、动物生境感知情感、科普教育互动情感4个角度,分别进行了情感特征词提取、情感值计算、高频词统计和社会语义网络分析。主要研究结论包括:(1)旅游者对长隆野生动物世界的景区体验大多持积极正面情感评价;(2)旅游者对动物生境空间感知情感具有差异性,涉入程度、互动方式、接触距离、游客密度、场地大小等因素都会影响游客时空行为和情感评价;(3)旅游者负面情感较多来自景区管理,主要是承载力超负荷和景区门票偏高;(4)科普教育互动情感中,旅游者较少关注野生动物福祉和负面影响。该研究对其他野生动物旅游景区的管理和营销具有一定的借鉴意义。

An Emotional Analysis of Tourists in Wildlife Tourism Scenic Spots——A Case Study in Chimelong Safari Park

Revealing the emotional connection between humans and wildlife is an important aspect in understanding the complex natural and social ecosystems.Wildlife tourism is booming around the world,and non-consumptive wildlife tourism is considered to promote biodiversity conservation,increase community employment,and provide opportunities for nature education and tourism experiences.China’s wildlife scenic spots have become popular choices for family holidays.However,there is still a lack of understanding of the characteristics of the Chinese wildlife tourists.Sentiment analysis has become a hot topic in the field of text mining.Analysis of tourists’sentiments about wildlife and their habitats is of great significance for understanding the interaction mechanism between humans and wildlife.Chimelong Safari Park was taken as a case study spot.It integrates the protection,research,tourism and popular science education of animals and plants.It is a wildlife park with international standards,numerous animals and large-scale wildlife.It has received high regards on websites such as Mafengwo,Ctrip,Qunar,Lvmama and TripAdvisor the five most popular travel social networking sites in the country.Content analysis and semantic-based sentiment orientation analysis were used to analyze the online reviews from four perspectives:tourism experience,destination management,habitat space and wildlife conservation welfare.After the establishment of tourism-specific lexicon,emotional value calculation,high-frequency word statistics,emotional feature word extraction and social semantic network analysis were conducted.The main research conclusions include:(1)Tourists have a high positive attitude towards their experience of the Chimelong Safari Park;(2)Tourists have different perceptions of spatial emotions.Factors such as the degree of involvement,interaction,contact distance,tourist density,and venue size influence spatio-temporal behavior and emotional evaluation of tourists;(3)Most of the negative emotions generated by tourists are due to the overload of scenic spots and entrance tickets;(4)Tourists pay less attention to the welfare and negative impact on wildlife.This study is of certain referential significance for management and marketing in the wildlife tourism scenic spots.This paper aims to inspire more scholars to conduct further studies about the interaction mechanism between humans and wildlife,pay attention to Chinese wildlife tourism practice and related theoretical research.The reference also has some clues for the planning and management of other wildlife tourism scenic spots as follows:the scenic area should strictly control the carrying capacity of scenic spots;absorb the opinions of tourists and appropriately set up hearings,make important costs and expenses transparent,in order to gain the visitors’understanding and to enhance tourists’feelings;the development of wildlife tourism should also pay more attention to ecological ethics issues,animal protection,tourists’environmental attitude education and guidance through interpretation and environment projects,and guide tourists from leisure and sightseeing and wildlife conservation.The wildlife tourism model is excessive to the popular science research tourism model with nature protection and environmental education as the core.