首页|基于网络文本与IPA分析的太姥山旅游形象游客感知与官方传播对比分析

基于网络文本与IPA分析的太姥山旅游形象游客感知与官方传播对比分析

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  • 万方数据
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互联网时代,大数据已成为获取和传播旅游形象的重要工具,大量网络文本为研究旅游形象提供了全面且科学的数据.研究旅游形象对于提高旅游经济质量及旅游服务品质,构建更为完善的旅游服务体系具有重要意义.以太姥山为研究区,以游客在线评论和网络游记以及官方传播文本为样本,利用ROST Content Mining软件进行文本分析,对比研究太姥山游客感知形象与官方传播形象.在此基础上,构建IPA模型,划分供给过度区、重点改进区等象限.研究表明:太姥山的旅游形象包括旅游吸引物、旅游环境与氛围、旅游设施与服务、历史与文化等 4 个主题.官方与游客对于太姥山的情感评价皆以中性评价为主,其次为积极评价,最后为消极评价.官方对于太姥山的整体形象评价较为全面,但游客对太姥山的整体形象评价则是凝聚于旅游资源.太姥山的官方营销投射现阶段可以划分为供给过度区、重点改进区两个区域.研究结果可为太姥山旅游可持续发展提供对策建议.
Comparison of Tourists'Perception and Official Dissemination of Taimu Mountain Tourism Image Based on Network Text and IPA Analysis
With the advent of the Internet era,big data has become an important tool for acquiring and communicating the image of tourism destinations.A large number of online texts provide comprehensive and scientific data for exploring the perception of tourism desti-nation images.In addition,the study of tourism image is of great significance to improve the quality of tourism economy and tourism service quality,and to build a more perfect tourism service system.Taking Taimu Mountain as the study area and tourists'online comments and travelogues as well as official communication texts as samples,this paper utilized ROST Content Mining software for text analysis to compare the tourists'perception with the official dissemination image.On this basis,the IPA model was constructed to divide the quadrants such as oversupply area and key improvement area.The results showed that the tourism image of Taimu Mountain included four themes:tourism at-traction,tourism environment and atmosphere,tourism facilities and services,and history and culture.Both official and tourists'sentiment towards Taimu Mountain were mainly neutral,followed by positive and finally negative.The official evaluation of the overall image of Taimu Mountain was more comprehensive.However,the overall image of Taimu Mountain was evaluated by tourists in favor of tourism resources.The official marketing projection of Taimu Mountain was divided into two areas at this stage:the oversupply area and the key improvement area.These results provide countermeasures and suggestions for the sustainable development of tourism in Taimu Mountain.

tourism imagenetwork textImportant-Performance Analysis(IPA)Taimu Mountain

施婷婷、欧阳欢、王帅、高菁菁、杨立娟

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闽江学院 经济与管理学院,福建 福州 350108

福州大学 遥感信息工程研究所,福建 福州 350108

闽江学院 地理与海洋学院,福建 福州 350108

旅游形象 网络文本 IPA分析法 太姥山

国家自然科学基金青年基金福建省自然科学基金面上项目福建省社会科学基金福建省社会科学基金福建省乡村振兴研究会开放课题福建省发树慈善基金会研究项目闽江学院引进人才科研项目

723041272023J011413FJ2023C037FJ2024C0752021XCZX02MFS23001MJY21018

2024

武夷学院学报
武夷学院

武夷学院学报

影响因子：0.28
ISSN：1674-2109
年,卷(期)：2024.43(5)
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