芜湖古城游客旅游文化感知研究

Research on Tourists’ Cultural Perception in Wuhu Ancient City

摘要: 旅游地意象感知研究是学术界的重要议题。本文依托抖音、快手、哔哩哔哩三个平台视频内容，运用内容分析领域的词频统计、语义网络构建及情感倾向分析等多种技术手段，对芜湖古城游客的旅游意象感知特性展开剖析。研究结果如下：1) 游客对芜湖古城的认知焦点高度集中于其深厚的人文景观资源，这些资源成为游客意象中的主要构成部分；2) 在情感维度上，正面情绪占主导地位，中性及负面情绪表达占比较小，表明游客普遍持有积极正面的旅游体验；3) 游客的文本语义网络展现出清晰的层级结构，具体为“核心–次核心–边缘”的三层模式，揭示了意象感知的层次性与关联性。鉴于以上研究，本文策划了一系列旅游意象管理策略，旨在强化芜湖古城乃至同类旅游地的意象构建与传播效能，为旅游地的可持续发展提供理论依据与实践路径。

Abstract: The study of tourists’ perception of destination image is a significant topic in academia. This paper analyzes the characteristics of tourists’ perception of the image of Wuhu Ancient City by relying on video content from three platforms: Douyin, Kuaishou, and Bilibili, and utilizing various technical means in the field of content analysis, such as word frequency statistics, semantic network construction, and sentiment analysis. The research findings are as follows: 1) Tourists’ cognitive focus on Wuhu Ancient City is highly concentrated on its profound human landscape resources, which constitute the main part of tourists’ image perception; 2) In terms of sentiment, positive emotions dominate, with neutral and negative expressions accounting for a relatively small proportion, indicating that tourists generally have positive travel experiences; 3) The textual semantic network of tourists exhibits a clear hierarchical structure, specifically a three-tier model of “core-sub-core-periphery”, revealing the hierarchical nature and relevance of image perception. Based on the above research, a series of tourism image management strategies have been planned, aiming to enhance the effectiveness of image construction and dissemination for Wuhu Ancient City and similar tourist destinations, and providing theoretical basis and practical paths for the sustainable development of tourist destinations.