基于网络文本的正定古城旅游形象感知研究

Research on Tourism Destination Image Perception of Zhengding Ancient City Based on Online Text Analysis

摘要: 正定古城文旅热度持续攀升，促进了区域文旅发展，因此从网络文本视角出发开展实证研究十分自然，也十分必要：以携程网为数据源，用八爪鱼采集器抓取2022年3月~2025年12月游客点评，经系统清洗后获得有效样本423条，再用ROST CM6、ROST EA软件进行词频统计及情感分析，所得结论十分明确、扎实。首先，游客高频评价可自然归纳为六大维度，节假日及夜间旅游的表述频次最高，隆兴寺为最突出的引流景点，“值得”“历史悠久”为游客评价中最具代表性的正向词汇。其次，点评语义有十分清晰的“核心–次核心–外围”三层结构，很好地对应了景区吸引物体系。第三，游客积极情绪占71.79%，消极情绪27.31%，而二者都集中于节假日拥堵、交通配套不足诸问题。故而本文对正定古城补齐服务短板、均衡引流、深挖文化内涵均有极好的实证支撑，也对同类历史文化古城的文旅升级有极强的借鉴意义。

Abstract: The tourism popularity of Zhengding Ancient City has been continuously rising, making empirical research from the perspective of online text both necessary and feasible. This study uses Ctrip as the data source and employs the Octopus Collector to extract tourist online reviews from March 2022 to December 2025. After systematic cleaning, 423 valid samples are obtained. Word frequency statistics and sentiment analysis are conducted using ROST CM6 and ROST EA software. The results are as follows: First, high-frequency tourist evaluations can be naturally summarized into six dimensions, among which “holidays and nighttime tourism” have the highest frequency of mention. Longxing Temple is the core attraction driving tourist flow, and “worth visiting” and “long history” are the most representative positive evaluation phrases. Second, the semantic network of the reviews exhibits a clear three-tier “core-subcore-periphery” structure, which closely corresponds to the destination’s attraction system. Third, positive sentiment accounts for 71.79% and negative sentiment for 27.31%, both of which are mainly concentrated on issues such as holiday congestion and inadequate transportation facilities. This study provides solid empirical support for addressing service shortcomings, balancing tourist flow distribution, and deepening cultural connotations in Zhengding Ancient City, and offers significant reference value for the tourism upgrading of similar historic and cultural ancient cities.