山西省长城遗产廊道旅游品牌基因选择研究

品牌基因是旅游品牌建立可持续竞争优势所依托的核心价值。收集了400篇游记和2200条有效的评论,采用大数据抓取,内容分析法建立了山西长城遗产廊道旅游品牌基因库,结果表明:提取的15个品牌的关键词可分为三大类,即文脉类、地脉类和综合类的品牌要素。文脉类包括:智慧的、沧桑的、古老的、文明交融的、热情的、便宜的、大气的、故事的、朴实的和负责的;地脉类包括:雄伟的、壮观的;综合的品牌元素包括:令人向往的、著名的和漫长的。依据品牌基因排序分级打造区域旅游品牌。上述结论为山西长城旅游品牌建设与管理提供参考。

Study on the genetic selection of tourism brand in the Great Wall heritage corridor of Shanxi Province

The selection of brands genes determines their popularity among tourist attractions.A collection of article 400 and article 2200 effective comments from cellular networks,such as Ctrip and Road Cow Website on the Great Wall in Shanxi heritage corridor is used as research objects to extract the Great Wall brand gene using the big data fetching,text analysis and principal component analysis.The results show that the extraction of 15 brand keywords can be divided into three categories,namely the literary,ley and comprehensive brand elements.The literary genre includes intelligent,vicissitudes,ancient,civilized,enthusiastic,cheap,atmospheric,story-telling,plain and responsible.ley includes magnificent and spectacular.Comprehensive brand elements include desirable,famous and long.The above conclusions provide references for the Great Wall heritage corridor tourism brand building.