| 摘要: |
| ［目的］利用网络大数据了解客源市场特征以及游客旅游体验评价可反馈旅游目的地建设与运营中存在的问题，对其进行系统分析以促进景区的形象优化。同时也可为古村落型旅游景区的保护和可持续性发展提供新思路。［方法］以浙江兰溪诸葛八卦村为对象进行研究，使用百度指数作为信息源对旅游目的地的网络关注度进行探究，通过分析游客的人群特点，进一步了解旅游者行为偏好等； 运用网络文本内容研究分析方法，使用ROST Content Mining软件，对网络评论文本进行分析，探究旅游者对旅游景区形象感知、旅游体验质量评价等方面的内容，准确了解游客对古村落型旅游景区的形象感知。［结果］（1）分析客源地市场特征表明景区对浙江省内地区影响力较大，中年男性游客对景区关注度最高，游客出游多受法定节假日影响，且行程安排多为省内周边游。（2）网络评价文本分析表明游客对景区认可度较高，游客旅游体验总体较好，但从景观风貌、休闲活动、景点设置、设施服务、文化底蕴、游客情感态度等几个方面细化分析仍有一些问题亟待解决。［结论］景区优化提升可以从针对客源市场人群特点调整营销策略、联动周边景区、挖掘历史文化扩大影响力、完善服务、开发特色旅游体验活动等方面入手，同时，对核心景点的保护、注重以食宿等产业吸引游客并体现地域特色的基础上，防止过度商业化以保持淳朴天然的景区旅游氛围等问题也值得重视。 |
| 关键词: 古村落型景区游客行为特征旅游形象感知百度指数网络文本分析诸葛八卦村 |
| DOI： |
| 分类号:F592.7 |
| 基金项目:浙江省科技厅公益技术研究农业项目“浙西南山区森林生态养生旅游区发展模式构建与示范”（2016C32107）； 浙江省农业软科学研究项目“浙江省农耕文化保护与开发研究”（ZJNYRKXYJKT201604） |
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| RESEARCH ON TOURISTS′ BEHAVIOR CHARACTERISTICS AND TOURISM EXPERIENCE EVALUATION IN ZHUGE BAGUA VILLAGE* ——BASED ON BAIDU INDEX AND WEB TEXT ANALYSIS |
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Wu Miaowei1,2, Zhang Jianguo1,2※, Cui Huiping3, Zhang Mingru1,2
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1. School of Landscape Architecture and Architecture, Zhejiang A&F University, Lin′an, Zhejiang 311300, China;2. School of Tourism and Health, Zhejiang A&F University, Lin′an, Zhejiang 311300, China; 3. School of Law and Administration, Zhejiang A&F University, Lin′an, Zhejiang 311300, China
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| Abstract: |
| Using the network data to understand the characteristics of the tourist market and the evaluation of tourist experience can feed back the problems in the construction and operation of tourist destinations, and make a systematic analysis to promote the image optimization of the scenic spots. At the same time, it also aims to open up new ideas for the protection and sustainable development of ancient village tourist attractions. Taking Zhuge Bagua village in Lanxi, Zhejiang as an example, Baidu index was used as an information source to explore the degree of network concern of tourist destinations. By analyzing the characteristics of tourists, we could get a better understanding of tourists′ behavior preferences. Using network text content research analysis method and ROST Content Mining software, we analyzed the text of Web commentary, explore the content of tourists′ perception of the image of tourist attractions, the quality evaluation of tourism experience and accurately understand the perception of tourists′ image of the ancient village type tourist attractions. The analysis of the market characteristics of tourists indicated that the scenic spots had greater influence on Zhejiang province, middle age male tourists had the highest attention to scenic spots, tourist trips were mostly affected by statutory holidays, and travel arrangements were mostly for the surrounding areas of the province. Network evaluation text analysis showed that tourists had a high degree of recognition of scenic spots, and tourists had a good overall tourism experience, however, there were still some problems to be solved from several aspects, such as landscape style, leisure activities, scenic spots setting, facilities service, cultural background, and tourists′ emotional attitude. The optimization and promotion of scenic spots can start with the adjustment of marketing strategies for the characteristics of the customer market, the linkage of the surrounding scenic spots, the expansion of the influence of historical culture, the improvement of service and the development of characteristic tourism experience. At the same time, it is worth paying attention to the protection of the core scenic spots, the attention to attract tourists and the local characteristics, and to prevent over commercialization on the basis of the local characteristics, so as to keep the simple and natural scenic tourist atmosphere. |
| Key words: ancient village scenic spots tourists′ behavioral characteristics tourism image perception Baidu index web text analysis Zhuge Bagua Village |
