基于网络文本分析的主题公园形象感知研究——以上海迪士尼为例

以上海迪士尼为研究对象,通过搜集网络评论、游记,采用内容分析法和NETDRAW共现网络分析法相结合的方式对上海迪士尼的旅游形象感知进行分析.结果表明:1)游客对上海迪士尼旅游形象的总体认知为"乐园",缺乏对上海迪士尼作为"度假区"形象的认知;2)运用内容分析法和共现网络分析法相结合能对上海迪士尼旅游形象感知的各个类目之间的关系进行精细解析;3)上海迪士尼的整体认知类目与旅游吸引物类目的共现层次丰富,而旅游设施、旅游服务类目与其他类目的共现层次单薄;4)游客对上海迪士尼整体形象的积极感知大于消极感知,但在餐饮和门票价格方面仍需要改进以提高游客的满意度.

A Research on Image Perception of Theme Park Based on Web Text:Taking Shanghai Disney Resort as an Example

Taking Shanghai Disney as the research object,this paper uses content analysis method and NET DRAW co-occurrence network analysis method to analyze the perception of Shanghai Disney's tourism image by collecting online comments and travel notes. The results show that:( 1) The overall perception of the tourist image of Shanghai Disney is " landscape",and there is a lack of awareness of Shanghai Disneyland as a " vacation area" image.( 2) The combination of content analysis method and co-occurrence network analysis method can make an accurate analysis of the relationship between various categories of Shanghai Disney tourism image perception.( 3) Shanghai Disney 's overall cognitive category and tourism attraction target co-occurrence level is rich,while tourism facilities,tourism service category and other types of co-occurrence level thin.( 4) Tourists' positive perception of the overall image of Shanghai Disney is greater than negative perception. However,there is still space for improvement in terms of catering and ticket prices to increase tourists' satisfaction.