摘要
以福建省三明市为森林城市案例地,通过收集美团、同程、途牛、驴妈妈、携程、去哪儿等旅游网站上有关三明市A级旅游景区的线上评论资料,利用SnowNLP模型构建情感语言处理库并计算出情感指数;运用扎根理论,以意象为线索分析了游客对森林城市的情感评价,归纳出了精神意象、人性意象概念以及森林城市旅游意象特征;提取出了森林城市精神意象的两个一级范畴和人性意象的景观社会范畴。从游客意象特征出发,通过主客对森林城市审美意象的情感转换,分析了旅游意象的表达机理和游客对森林城市意象的情感认同,概括出了“自然-符号-景观-意象”的生成机制,发现了从旅游意象本质理解游客对森林城市旅游意象情感认知的实现逻辑。
⑴Background——Forest city is committed to public ecological services,providing residents with greening,purification and economic value functions,solving urban environmental problems,building an ecological civilization society with harmonious development between human and nature,and enabling people to have more sense of gain and happiness,which has become a national strategy.Understanding tourists emotion cognition from the essence of destination image is of great significance for the expression of tourism image symbols and the construction of brand image of forest city.⑵Methods——This study takes Sanming City in Fujian Province as a sample forest city.First Python software was used to crawl the review data of A-level tourist attractions in Sanming City on tourism websites such as Meituan,Tongcheng,Tuniu,Lvmama,Ctrip and Qunar,and 15,887 valid comments of tourists in Sanming City from January 2012 to May 2019 were obtained.These comments covered the main tourist attractions in Sanming City.Then the SnowNLP model was used to construct the emotion language processing library and calculate the emotion index,and the Grounded Theory was used to analyze the tourists emotional evaluation of forest city with the image as the clue.⑶Results——This paper summarizes the concepts of divinity image,human image and the characteristics of tourism image of forest city,and extracts two first-level categories of divinity image of forest city,namely mountain worship(amazing mountains and forests,beautiful scenic spots)and streams and lakes attachment(abundant water resources,wonderful water landscape,beautiful water environment),and the category of landscape society of human image(ecological atmosphere,humanistic atmosphere,complete facilities).Based on the characteristics of tourism image,the expression mechanism of tourism image is analyzed through the emotional transformation of the forest city aesthetic image between the subjects and the objects.Through the study of tourists emotional identification of forest city image,the generative mechanism of“nature-symbol-landscape-image”is summarized,and the realization logic of understanding tourists emotion cognition of forest city from the essence of tourism image is realized.⑷Conclusions and Discussions——First,grasp the underlying logic of the formation of forest city tourism image according to the realistic path of tourism image expression.Sanming City should make full use of tourists landscape worship,explore the effect of cheering the spirit of forest city,and create a spiritual home of returning to simplicity and clarity of mind.Second,explore tourism brands based on the sentiment index and the attention to high frequency words.Sanming City should strive to excavate the tourism brand of“streams and lakes attachment”,and focus on reflecting the divinity image and tourism publicity of“mainly streams and lakes attachment,supplemented by mountains and forests worship”in tourism marketing design.Third,spread the divinity image of the forest city through various channels.First of all,Sanming City should choose authoritative media to publicize the popularity of forest city,such as publicizing the divine tourism image of streams and lakes,mountains and forests on CCTV to show the new image of eco-tourism.Secondly,it is necessary to create the divinity image by holding large-scale festivals,competitions,forums and other ways.For example,in the Cross-Strait(Sanming)Forestry Expo,the divine tourism image of Sanming forest city is highlighted to create a strong forest tourism atmosphere.Finally,Sanming City should spread the divinity image of forest city in we-media channels such as WeChat,TikTok and Xiaohongshu,and present the new atmosphere of forest tourism in Sanming City.Fourth,improve the forest cities tourism infrastructures and enhance their service quality.Sanming City should take into account all aspects of tourism needs of tourists to ensure high-quality tourism services.In addition,ticket prices should be appropriately controlled.
作者
郜俊利
林育彬
郭伟锋
GAO Junli;LIN Yubin;GUO Weifeng(Tourism College,Wuyi University,Wuyishan,Fujian 354300,China)
出处
《林业经济问题》
北大核心
2022年第5期540-549,共10页
Issues of Forestry Economics
基金
国家社会科学基金项目(19XGL010)。
关键词
森林城市
旅游意象
情感认知
forest city
tourism image
emotion cognition
