基于网络文本分析的呼伦贝尔市旅游目的地形象游客感知研究

A Study on Tourists’ Perceptions of Hulunbeir City’s Destination Image Based on Online Text Analysis

摘要: 旅游目的地形象研究在旅游学术体系中占据重要地位，目的地形象感知极大程度上影响着游客的出行意愿。基于网络文本分析，对呼伦贝尔市游客认知形象与情感形象进行分析。研究发现：(1) 游客对于呼伦贝尔市的认知形象感知与偏好以自然环境为主，整体形象感知是以“草原”为核心展开的复合体；(2) 情感形象以积极情绪为主，消极情绪主要集中在基础设施、季节性因素以及商业伦理三个方面。呼伦贝尔市需要通过提升服务质量、开发多元化产品与强化市场监管等措施，推动呼伦贝尔市旅游高质量发展。

Abstract: Research on the image of tourist destinations holds an important position within the study of tourism, as the perception of a destination’s image greatly influences tourists’ willingness to travel. Based on an analysis of online texts, this study examines visitors’ cognitive and emotional perceptions of Hulunbeir City. The study finds that: (1) Tourists’ cognitive image perception and preferences for Hulunbeir City are primarily centered on the natural environment, with the overall image perception being a complex centered around the “grasslands”; (2) The emotional image is mainly positive, while negative emotions are primarily concentrated in three areas: infrastructure, seasonal factors, and business ethics. Hulunbeir City needs to promote high-quality tourism development by improving service quality, developing diversified products, and strengthening market supervision.