长尾理论视域下广府古城旅游感知形象研究——基于携程网和去哪儿网的数据分析

Research on the Perceived Image of Guangfu Ancient City Tourism from the Perspective of Long Tail Theory—Data Analysis Based on Ctrip and Qunar

摘要: 随着中国综合国力的持续增长与民族自豪感的日益增强，古城作为中华民族悠久历史与璀璨文化的瑰宝、文化自信和爱国情感的重要场所，激发了全国范围内对古城旅游的空前热情。本文在长尾理论视域下以携程网和去哪儿网游客评论为数据来源，运用网络文本分析法，结合ROST CM6软件分析广府古城旅游感知形象。研究发现：游客对广府古城感知主要体现在旅游资源、交通方式、体验感三个方面；表现出部分景点感知度不高、游览辅助设施感知形象不佳等问题；游客感知最为深刻的是古城，其次是城墙、太极、水城、文化和历史；游客对广府古城旅游总体满意度较高。最后，提出广府古城旅游形象提升策略，旨在加强广府古城的保护与传承，扩大其文化影响力。

Abstract: With the continuous growth of China’s comprehensive national strength and increasing national pride, the ancient city, as a treasure of the Chinese nation’s long history and splendid culture, an important place of cultural confidence and patriotic feelings, has inspired unprecedented enthusiasm for ancient city tourism across the country. From the perspective of the long tail theory, this paper takes the tourist comments of Ctrip and Qunar as the data source, uses the network text analysis method and combines the ROST CM6 software to analyze the tourism perception image of Guangfu Ancient City. The results show that tourists’ perception of Guangfu Ancient City is mainly reflected in three aspects: tourism resources, transportation mode and experience sense. The perception degree of some scenic spots is not high, and the perception image of sightseeing auxiliary facilities is not good. The most profound perception of tourists is the ancient city, followed by the city wall, Tai Chi, water city, culture and history. The overall satisfaction of tourists to Guangfu Ancient City tourism is high. Finally, the author puts forward the strategy of promoting the tourism image of Guangfu Ancient City, aiming at strengthening the protection and inheritance of Guangfu Ancient City and expanding its cultural influence.