摘要
明晰旅游目的地形象对于提升旅游目的地吸引力、提高游客满意度和重游意愿具有重要意义。以明月山景区为例,运用Rost Content Mining6.0软件对明月山官网、去哪儿网、马蜂窝等3类网站进行文本及图片内容分析,并利用Spss24.0的对应分析对明月山网络投射形象进行构建与对比。研究发现:1)明月山网络形象核心是以自然风光和游憩活动为主体的具体形象;2)明月山官方网站对“月亮文化”及“禅宗文化”等意象化名词出现频数较多,但非官方网站对其“符号”形象建构的程度不高;3)3个网站所构建的明月山网络形象存在明显差异性,去哪儿网投射的形象偏商业主题,马蜂窝所投射的形象突出景区知名旅游吸引物,而明月山官网所投射的形象则是旅游六要素信息的综合。
It is of great significance to clarify the tourism destination image to improve the destination attraction,tourists`satisfaction and revisit willingness.This study takes Mingyue Mountain as an example,using Rost Content Mining 6.0 to carry out the text and picture content,and then using the correspondence analysis of SPSS 24.0 to construct and compare the network projection image of Mingyue Mountain.The results shown that:1)The core network image for Mingyue mountain is the specific image with natural scenery and recreational activities;2)The official website of Mingyue Mountain has a high frequency of image nouns such as"Moon culture"and"Dhyana Culture",but the unofficial website has a low degree of image construction of its"symbol";3)There exists obvious differences for Mingyue Mountain`s network image which were constructed by the three websites.Among them,the image projected by Qunar is related to commercial theme,image projected by Mafengwo highlights famous tourism attraction and the image projected by official website is the integration of six elements of tourism information.
作者
林文凯
徐薇
万里
LIN Wenkai;XU Wei;WAN Li(School of Tourism and Urban Management,Jiangxi University of Finance and Economics,330013,Nanchang,PRC;Jiangxi Vocational Technical College of Industry and Trade,330013,Nanchang,PRC)
出处
《江西科学》
2020年第1期117-123,共7页
Jiangxi Science
基金
国家自然科学基金面上项目“基于实物期权理论的景区经营权价值评估模型与方法研究”(71774135)
江西省高校人文社会科学研究一般项目“产权分置背景下旅游景区经营权的转让定价机制优化研究”(GL162062)
关键词
目的地形象
网络文本分析
对应分析
明月山
destination image
web content analysis
correspondence analysis
Mingyue Mountain
