基于认知–情感模型的杭州西湖旅游形象感知

Tourism Image Perception of Hangzhou West Lake Based on the Cognitive-Affective Model

摘要: 本研究基于“认知–情感”模型，综合运用TF-IDF算法、LDA主题模型及ROSTCM6软件，对来自大众点评、小红书、携程网在2020~2025年间2.2万条西湖网络评论展开文本挖掘，系统解构西湖旅游形象。研究发现：(1) 认知形象呈现多层次结构，景观要素层面自然生态是核心吸引力，服务设施成为关键支撑，人文文化赋予情感深度，商业消费体现理性务实；情境体验层面，自然体验从平面观赏深化至立体探索，服务与商业延伸为文化媒介，人文文化显现理想与实际的落差。(2) 情感形象整体正向，但高峰拥挤导致实际体验难以满足文化期待。基于研究结论，提出数字赋能管理、完善基础配套、重构文化场景三项建议，以弥合期待与现实差距，助力西湖景区精细化管理与可持续发展。

Abstract: Based on the Cognitive-Affective Model, this study analyzes 22,000 online reviews (2020~2025) of Hangzhou West Lake from Dianping, Xiaohongshu, and Ctrip. Using text mining tools like TF-IDF, LDA and ROSTCM6, the study breaks down the tourism image of West Lake. The findings show: (1) The cognitive image exhibits a multi-layered structure. In terms of landscape elements, nature is the main attraction, supported by service facilities. Culture adds emotional depth, while spending behavior is rational and practical. In terms of situational experience, visitors are moving from simple sightseeing to in-depth exploration. Services and commerce now act as cultural bridges, but there is a gap between cultural expectations and reality. (2) The affective image is mostly positive. However, overcrowding during peak times makes it hard for the actual experience to live up to cultural expectations. To bridge this gap, the study suggests using digital management tools, improving basic facilities, and reshaping cultural scenes to support the sustainable development of West Lake.