文本分析驱动的旅游目的地形象感知及管理创新

Text Analysis-Driven Perception of Tourist Destination Image and Management Innovation

摘要: 随着大数据和人工智能应用的发展，网络文本分析已成为旅游目的地形象感知的重要工具。该文以文本分析为脉络，从研究理论基础、国内外研究进展、技术发展与应用、研究发现与讨论等方面系统阐述了旅游目的地形象感知的内涵与特征、形成机制，得出了旅游目的地形象感知可以通过文本分析方法中的高频词提取、情感分析、语义网络构建等方法进行深入分析，挖掘出游客对目的地的认知、情感、形象感知特点；国内外学者在旅游目的地形象感知研究方面已有诸多探索，但存在跨文化旅游目的地形象感知研究不足、分析工具不够多模式整合应用等问题，未来应进一步加强技术与理论融合、加强旅游目的地形象感知研究的跨学科协作，为旅游目的地形象的优化和管理创造的创新提供支撑。

Abstract: With the development of big data and artificial intelligence applications, network text analysis has become an important tool for perceiving tourist destination images. This article takes text analysis as the main thread and systematically expounds on the connotation, characteristics, and formation mechanism of tourist destination image perception from aspects such as research theoretical basis, research progress at home and abroad, technology development and application, research findings and discussions. It is concluded that the perception of tourist destination images can be deeply analyzed through methods such as high-frequency word extraction, sentiment analysis, and semantic network construction in text analysis methods, so as to explore tourists’ cognitive, emotional, and image perception characteristics of the destination. Scholars at home and abroad have conducted many explorations in the research of tourist destination image perception. However, there are problems such as insufficient research on cross-cultural tourist destination image perception and insufficient multimodal integration and application of analysis tools. In the future, it is necessary to further strengthen the integration of technology and theory and interdisciplinary collaboration in the research of tourist destination image perception, so as to provide support for the optimization of tourist destination images and innovation in management.