摘要
为了认识重庆旅游形象在官方宣传与游客感知方面的差异,基于官方宣传网站和游客网络游记的数据,采用网络文本分析法,借助ROST Content Min-ing软件进行了高频词分析、社会网络分析、情感分析及对比分析研究.结果发现:官方宣传与游客感知下的旅游形象存在着一定差异;重庆旅游形象的官方宣传与游客感知皆以中性评价为主;官方宣传的旅游形象侧重的是旅游宣传、旅游体验及旅游吸引物等,游客感知的旅游形象侧重的是旅游环境、旅游吸引物及旅游宣传等.基于以上结论,从二者的侧重点不同、对象不完全匹配、背景有所区别、情感体现不同四个方面论述了差异产生的原因,提出要以加大旅游品牌建设,挖掘旅游文化资源,丰富旅游宣传方式与内容,以及完善旅游基础设施四方面为重庆旅游形象建设和发展提供思路.
In order to find out about the difference between official publicity and tourist’s perception about the tourism image of Chongqing,and based on the data from official publicity website and online travel notes,the web text analysis method and ROST Content Min-ing software are applied to high-frequency word analysis,social network analysis,sentiment analysis,and comparative analysis research.It finds that there exists certain differences between official publicity and tourist perception of Chongqing tourism image;tourists’comments on the two are generally neutral;the official publicity focuses on tourism introduction,touring experience and tourist attractions,while the tourists’attention focuses more on touring environment,tourist attractions and tourism publicity.Based on the conclusions above,this paper examines the reasons behind the differences from four aspects:different emphases,not fully matched objects,relatively different backgrounds,and different emotional manifestations.Ideas for the construction and development of Chongqing's tourism image are suggested from four aspects:to step up the construction tourism brands,to further explore tourism cultural resources,to enrich tourism publicity methods and content,and perfect tourism infrastructure.
作者
甄腾飞
熊诗意
罗兹柏
ZHEN Tengfei;XIONG Shiyi;LUO Zibai(College of Geography and Tourism, Chongqing Normal University, Chongqing 401331, China)
出处
《内江师范学院学报》
CAS
2021年第4期102-109,共8页
Journal of Neijiang Normal University
关键词
网络文本
旅游形象
重庆
宣传
感知
internet text
tourism image
Chongqing
publicity
perception
