摘要
旅游形象塑造是制约旅游市场竞争的关键因素,形象感知研究对旅游形象塑造具有重要意义.随着在线旅行社(OTA)的快速发展,产生了大量旅游城市和景点的在线评论数据,为形象感知研究提供了新的视角.以Baidu旅游、携程网、马蜂窝等多家OTA网络点评数据为例,采用词频-逆文档率(TF-IDF)和LDA文档主题生成模型两种典型的文本分析方法,分析游客对冰雪大世界、太阳岛、圣索菲亚大教堂、中央大街、雪乡、亚布力滑雪场等哈尔滨6个冰雪旅游景点的认知形象、情感形象和总体形象感知.研究表明:1)冰雪旅游认知形象要素可归纳为相关地标、旅游活动、建筑、餐饮住宿、游玩价格等5个群组,相关地标是第一要素,其余认知形象要素在各景点权重有所差异;2)冰雪旅游情感形象以积极正面为主,除雪乡外,其余5个景点均具有强烈的推荐意愿;3)冰雪旅游的整体形象感知主题涵盖冰雪娱乐、冰雪观光、冰雪运动、特色美食和文化.研究丰富了旅游大数据研究方法,为哈尔滨市冰雪旅游形象塑造提供建议.
The shaping of tourism image is the key factor that restricts the competition in the tourism market.The study of image perception is of great significance to the shaping of tourism image.With the rapid development of online travel agencies(OTA),a large amount of online comments of tourist cities and attractions has been generated,providing a new perspective for image perception research.This paper,taking Baidu travel,Ctrip,Mafengwo and other OTA online comment data as an example,employs two typical text analysis methods,Term Frequency-Inverse Document Frequency(TF-IDF) and Latent Dirichlet Allocation(LDA),to analyze tourists’ cognitive image,emotional image and overall image perception of six ice and snow tourist attractions of Harbin,such as the Ice and Snow World,Sun Island,Saint Sophia Cathedral,Central Avenue,Snow Land,and Yabuli Ski Resort.The research shows that:Firstly,the cognitive image elements of ice and snow tourism can be summarized into five groups,including related landmarks,tourism activities,architecture,catering and accommodation and travel prices.Related landmarks are the first element,while the weight of other cognitive image elements in each scenic spot is different.Secondly,the emotional image of ice and snow tourism is mainly positive.Except for Snow Land,the other five scenic spots have strong willingness to recommend.Lastly,the overall image perception theme of ice and snow tourism covers ice and snow entertainment,ice and snow tourist,ice and snow sports,special food and culture.The study enriches the research methods of tourism big data and provides suggestions for the shaping of ice and snow tourism image in Harbin.
作者
敖长林
李凤佼
许荔珊
孙宝生
AO Chang-lin;LI Feng-jiao;XU Li-shan;SUN Bao-sheng(Department of Management Science and Engineering,College of Engineering,Northeast Agricultural University,Harbin 150030,China)
出处
《数学的实践与认识》
北大核心
2020年第1期44-54,共11页
Mathematics in Practice and Theory
基金
国家自然科学基金(71874026,71171044).
