基于网络文本分析的南京市旅游地形象感知研究

发布时间：2018-07-06 21:35

本文选题：旅游感知形象 + 旅游投射形象　；参考：《南京师范大学》2017年硕士论文

【摘要】：当前社会已经进入体验经济时代,旅游业的发展在步入新阶段的同时,旅游开发与管理也面临着更大的挑战。旅游领域的竞争层次在不断深化,除了传统的旅游吸引物之外,旅游地形象逐渐成为旅游目的地竞争的制胜法宝之一。随着互联网的迅速普及和深入发展,大数据时代已然来临,广大互联网用户开始使用网络在线预订相关旅游产品,同时越来越多的旅游者开始通过网络将旅游行程中的见闻和体验通过网络游记、旅游攻略和旅游地点评等方式表达出来,与广大旅游者分享,海量的网络文本是游客心中旅游地形象的直接传播途径,旅游开发管理部门亦可根据这些网络文本明确旅游者感知形象与官方投射形象的差异,进而有针对性地修正官方投射形象,塑造理想的旅游形象。本文以南京市为案例地,在广泛梳理国内外相关文献的基础上,分别以旅游者的角度和旅游行政部门的角度为切入点,首先,借助“火车头”采集器配置相应程序,将在大数据背景下采集到的大量旅游者网络游记文本和官方旅游网站资讯文本作为本研究的数据来源;其次,进行研究设计,建立分析类目,构建旅游地感知形象模型,通过ROSTCM软件,运用内容分析法,定性和定量研究相结合,分别分析南京市旅游者认知形象和情感形象,得出两点主要结论:①旅游资源是南京市旅游者认知形象四大主类目中出现频数最高的类目,其中关于人文旅游资源的感知最深刻;南京市的美食小吃也给旅游者留下了较为深刻的印象,评价较高;②旅游者对南京旅游形象的情感认知以积极正面情感为主,且感情强烈;对南京旅游形象表现出了少数消极负面情感,反应并不强烈;再次,通过分析官方旅游网站资讯推介文本,得出南京市官方投射形象,分析旅游者感知形象和官方投射形象的差异所在,得出主要结论如下:官方投射形象和旅游者感知形象在“夫子庙”、“中山陵”等南京市招牌旅游景区景点和“文化”、“梅花”等南京城市印象上属于“认同”现象,拥有共同的认知基础;在“生态旅游”、“智慧旅游”等国家引导旅游政策以及“牛首山”、“大报恩寺”等非景点景区存在“错位”现象,应引起重视;最后根据上述结论有针对性地提出要平衡旅游人文资源、自然资源和社会资源的发展、多角度构建官方旅游网站等策略,为南京市的旅游形象提升与塑造提供依据。
[Abstract]:The current society has entered the era of experience economy, the development of tourism has entered a new stage, tourism development and management is also facing greater challenges. In addition to traditional tourism attraction, tourism destination image has gradually become one of the magic weapons to win the competition of tourism destination. With the rapid popularization and in-depth development of the Internet, the era of big data has come, the vast number of Internet users began to use online booking related tourism products, At the same time, more and more tourists begin to express their experiences and experiences in the travel through the Internet, such as travel notes, travel strategies and tourism destination reviews, and share them with the vast number of tourists. Mass network text is the direct communication way of tourist destination image in tourists' hearts, and tourism development management department can also make clear the difference between tourists' perceived image and official projection image according to these network texts. Then the official projection image is revised and the ideal tourism image is created. This paper takes Nanjing as a case study, on the basis of extensive combing the relevant literature at home and abroad, taking the angle of tourists and tourism administrative departments as the starting point, first of all, with the help of "locomotive" collector to configure the corresponding procedures. A large number of tourist travel notes and official travel website information texts collected under the background of big data are taken as the data source of this study. Secondly, the research design, the establishment of analytical categories, the establishment of tourism destination perception image model, By using rostCM software, using content analysis method, combining qualitative and quantitative research, this paper analyzes the cognitive image and emotional image of tourists in Nanjing, respectively. There are two main conclusions: (1) Tourism resources are the most frequent category among the four main categories of tourist cognitive image in Nanjing, among which the most profound perception of humanistic tourism resources; Nanjing's gourmet snacks also left a deep impression on tourists, appraising the high tourists' emotional cognition of Nanjing tourism image is mainly positive emotion, and the feelings are strong; Nanjing tourism image shows a few negative feelings, the response is not strong; again, through the analysis of the official tourism website information to promote the text, get the Nanjing official projection image, By analyzing the difference between tourists' perceived image and official projection image, the main conclusions are as follows: official projection image and tourists' perceived image are located in "Confucius Temple", "Sun Yat-sen Mausoleum" and other famous scenic spots and "culture" in Nanjing. The impression of "plum blossom" and other cities in Nanjing belongs to the phenomenon of "identity" and has a common cognitive foundation, leading tourism policies and "Niu Shoushan" in countries such as "ecotourism", "intelligent tourism", etc. The phenomenon of "dislocation" in non-scenic spots such as "Da Bao Ensi" should be paid attention to. Finally, according to the above conclusions, it is proposed to balance the development of tourism human resources, natural resources and social resources. The construction of official tourism website from different angles provides the basis for the promotion and shaping of Nanjing's tourism image.
【学位授予单位】：南京师范大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F592.7

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