资源科学 ›› 2018, Vol. 40 ›› Issue (7): 1483-1493.doi: 10.18402/resci.2018.07.16

• • 上一篇    

基于网络数据文本分析的目的地形象维度分异研究——以南京为例

徐菲菲1(), 剌利青1(), Feng Ye2   

  1. 1. 东南大学人文学院旅游管理系,南京 210096
    2. 美国普渡大学酒店与旅游管理系,西拉法叶 47906
  • 收稿日期:2017-11-15 修回日期:2018-02-08 出版日期:2018-07-20 发布日期:2018-07-20
  • 作者简介:

    作者简介:徐菲菲,女,江苏南京人,博士,教授,主要从事大数据与智慧旅游等方面研究。E-mail: 101011780@seu.edu.cn

  • 基金资助:
    国家自然科学基金面上项目(41571133);国家自然科学基金国际合作项目(41711530650);中央高校基本科研业务经费(2242017S10005)

A research on destination image and perceived dimension difference based on big data of tourists’ comments: a case of Nanjing

Feifei XU1(), Liqing LA1(), Feng YE2   

  1. 1. Tourism Department, School of Humanities, Southeast University, Nanjing 210096, China
    2. Hospitality and Tourism Management, Purdue University, West Lafayette 47906, U. S
  • Received:2017-11-15 Revised:2018-02-08 Online:2018-07-20 Published:2018-07-20

摘要:

随着Web2.0技术的发展,网络文本已成为目的地形象研究的重要数据来源。本文选取南京作为案例地,以马蜂窝游客对南京的10 077条在线评论文本为数据,运用网络大数据文本挖掘法、词频统计法和共现网络法,分析得出目的地形象维度重要性存在差异,旅游吸引物是第一层次,公共基础设施是第二层次,休闲和娱乐、旅游环境和地方氛围是第三层次,旅游基础设施是第四层次。其次,南京感知形象中突出的认知成分源于旅游吸引物和公共基础设施维度的感知,而情感形象为正面,并产生了一定的意动形象,形成了网络口碑效应。此外,南京整体形象主要源于旅游吸引物和公共基础设施维度的感知,进一步验证了感知维度的重要性存在差异。本文验证了旅游形象的相关理论,丰富了旅游大数据研究方法,并可为南京旅游形象建设和发展提供科学依据。

关键词: 大数据, 目的地形象, 文本分析, 南京

Abstract:

With the development of web 2.0 technology, internet data has become an important data source for the study of tourism destination image. Taking Nanjing as an example, this paper collected 10077 online reviews about Nanjing from a specialized travel blog site Ma Feng Wo by using the web crawler tool. Through data mining techniques such as word frequency, network semantic analysis, the paper discussed the dimensions of destination perceived image by analyzing TGC (Tourist Generated Comments). First, the results of data analysis show that the importance of dimensions of destination perceived image is different. It is suggested that for the six dimensions of destination perceived image, the tourism attraction is the first level, general infrastructure is the second level, tourist leisure and recreation, tourism environment and atmosphere of the place are the third level, tourist infrastructure is the fourth level. Second, the salient cognitive components in Nanjing's perceived image stem from the dimensions of tourist attractions and public infrastructure. The emotional image of Nanjing is positive. The conative image of Nanjing has been formed and generated the effect of “word of mouth”. In addition, we found that the overall image of Nanjing mainly originated from the perception dimensions of tourism attractions and public infrastructure, which also verified the hierarchy of perception dimensions of destination image. This paper verifies the relevant theories of tourism destination image, enriches the research methods of big data in the field of tourism research, and provides a scientific basis for the construction and development of tourism image in Nanjing.

Key words: big data, destination image, text mining, Nanjing