基于网络文本分析的特色村寨旅游感知形象——以湖南武陵山片区为例

随着乡村旅游的发展，近几年提出很多围绕特色村寨的原创乡村旅游新概念和新理论，如：游居、野行、诗意栖居、场景时代等.特色村寨的旅游形象是检验和衡量地区开发特色村寨旅游目的地的重要依据.以湖南武陵山片区为例，使用python网络爬虫技术从马蜂窝、携程等网站获取游记、评论等样本，利用ROSTContentMining软件对文本进行高频特征词分析、语义网络分析和情感分析，研究游客对景区的旅游形象感知.（1）128篇游记样本中提取出162条高频词汇，频次排在前60位的词汇表明游客的主要关注点集中在村寨的景观，高频词汇的语义网络矩阵以村寨为核心，其他特征词向周围发散状；（2）游客对特色村寨旅游认知形象主要为村寨形象、旅游吸引物、村寨设施及服务三个方面；（3）综合来说，游客对于湖南武陵山片区的村寨旅游形象感知以正向情感为主，通过后续人工读取文本发现，负向情感主要源于村寨的道路交通以及卫生环境等基础设施服务不完善.

Tourism Perceived Image of Characteristic Villages Based on Network Text Analysis:Take Wuling Mountain Area in Hunan Province

The tourism image of characteristic villages is an important basis to test and measure the tourism destination of characteristic villages. Taking Wuling Mountain Area in Hunan Province as an example, this paper uses Python web crawler technology to obtain travel notes and comments from websites such as wasp nest and Ctrip, and uses Rost content mining software to analyze the text with high-frequency feature words, semantic network and emotion, so as to study the tourists' perception of the tourism image of the scenic spot.The research conclusions are as follows: (1) 162 high-frequency words are extracted from 128 travel notes, and the words ranked in the top 60 indicate that tourists focus on "village landscape", the semantic network matrix of high-frequency words takes the village as the core, and other characteristic words diverge around; (2) Tourists' cognitive image of characteristic village tourism mainly includes village image, tourism attractions, village facilities and services; (3) Tourists' perception of the village tourism image in Wuling Mountain Area of Hunan Province is mainly positive emotion, and the negative emotion mainly comes from the imperfection of the village's road traffic, health environment and other infrastructure.