江西省城市旅游形象的网络化呈现

基于互联网旅游大数据,以江西省11个地级市为研究对象,构建以互联网上目的地旅游知名度和旅游美誉度为基础指标的网络旅游形象矩阵,分析江西省各市网络旅游形象的感知与分异特征;在此基础上,结合旅游者网络评价的话语分析,采用语义网络分析和主题分析方法探讨网络虚拟社区中旅游者对江西省各市代表性景区的负面评价及影响因素。结果表明,江西各市网络旅游形象感知总体表现为知名度偏低但美誉度较突出的特征,各市间的网络旅游形象有较大差异;江西各市代表性景区负面评价语义网络呈现核心圈层、次核心圈层和外围圈层的核心-边缘意象结构;景点与景色、管理与服务、收费与消费是影响江西城市网络旅游形象的主要因素,并可进一步凝练成"性价比"这一综合问题。文章最后从宣传、整饰、提升三个层面提出加强江西城市网络旅游形象建设的建议。

Networked Presentation of Jiangxi City Tourism Image

Based on the network tourism big data and taking 11 prefecture-level cities in Jiangxi Province as the research object, this paper constructs the online tourism image matrix based on the network popularity and reputation of the tourism destination, analyzes the perception and differentiation characteristics of the online tourism image of each city in Jiangxi Province. On the basis of these, it explores the negative evaluation of the representative scenic spots in the internet virtual community and the influencing factors of city tourism destination image in Jiangxi Province applying the discourse analysis of the tourist network evaluation, the semantic network analysis and the topic analysis method. The results show that the overall perception of city tourism image in Jiangxi is characterized as low network popularity but high network reputation. The online tourism image among cities is quite different. The negative evaluation semantic network of representative scenic spots in Jiangxi is characterized as core-edge circle structure which is the core layer,subcore layer and edge layer. Attractions and scenery, management and services, fees and consumption are the main factors affecting the online tourism image of cities in Jiangxi Province, and can be further condensed into a comprehensive problem of "the ratio of price to performance". At the end of the article, the paper puts forward suggestions on strengthening the construction of online tourism image in various cities of Jiangxi Province from the perspectives of propaganda, decoration and promotion.