国外游客对世界文化遗产苏州园林的形象认知研究——基于自然语言处理的不同粒度分析

世界遗产地是文化传播的重要窗口,挖掘国外游客的世界遗产目的地形象认知,有助于实现旅游的跨文化交流功能和目的地的国际化发展。本文以世界文化遗产苏州园林为案例地,通过获取TripAdvisor网站的评论数据,从主题词、语义网络、句子情感等粒度角度,展开国外游客对世界文化遗产苏州园林的形象认知研究。结果表明：（1）国外游客对世界文化遗产的认知包括整体形象、语义网络形象和情感形象3个维度,遗产景区的跨文化交流得到实现,积极情感占据主导,表达了国外游客对苏州园林的喜爱和满意程度。（2）国外游客主要关注到世界文化遗产的景观、体验、空间符号和服务等方面,同时关注敏感度存在差异,呈现出体验>景观>服务>空间符号的特征。（3）核心吸引物差异会导致国外游客对世界文化遗产构建的认知网络差异。

A study on international tourists’ perception of world cultural heritage Suzhou Garden’s image: An application of different granularity analyses in natural language processing

World heritage sites are important windows for cultural communication. The investigation of world heritage destinations’ image perception by international tourists helps to realize the cross-cultural exchange function of tourism and the international development of the destination. Using the world heritage site Suzhou Garden as a case, we investigate the image perception process of international tourists towards the Suzhou Garden applying the multiple granularity methods from the perspectives of theme words, semantic networks and sentence sentiments by analyzing the review data from TripAdvisor website. The results show that: (1) International tourists perceive the world cultural heritage in terms of overall image, semantic network image and emotional image dimensions, and the cross-cultural communication of the heritage scenery is reached: dominated by positive emotions, the perception expressed international tourists’ love and satisfaction with the Suzhou Garden. (2) International tourists mainly focus on the landscape, experience, spatial symbols and services of the world cultural heritage, and there are differences in the level of attention, showing the characteristics of experience> landscape>services>spatial symbols. (3) Differences in the core attractions can lead to differences in the cognitive networks of the world cultural heritage constructed by international visitors.