基于文本分析与扎根理论的平遥古城文化遗产旅游形象感知研究

Research on Image Perception of Cultural Heritage Tourism in Pingyao Ancient City Based on Text Analysis and Rooted Theory

摘要: 通过采集平遥古城文化遗产的游客评论文本，在运用网络文本分析法进行高频词分析、语义网络分析以及情感分析的基础上，结合扎根理论对高频词汇进行逐级编码，从而得出平遥古城文化遗产旅游形象感知的六大要素。研究表明，景区文化内涵、景区品牌建设和游客体验在平遥古城文化遗产的旅游形象感知中发挥积极正向的作用，而景区内部治理、旅游企业服务管理以及旅游资源开发程度则对平遥古城文化遗产的旅游形象感知存在消极负向的影响。最后，针对具有消极负向影响的感知要素，提出相应的形象提升策略，以期改善平遥古城文化遗产旅游形象感知，提升平遥古城文化遗产旅游品质。

Abstract: By collecting the tourist commentary texts about the cultural heritage of Pingyao ancient city, on the basis of using network text analysis for high-frequency word analysis, semantic network analysis and sentiment analysis, the high-frequency vocabulary is coded step by step by using the rooted theory, and the six elements of Pingyao ancient city cultural heritage tourism image perception are discovered. The results show that the cultural. Connotation of scenic spots, the brand building of scenic spots and the tourist experience play a positive role in the tourism image perception of the cultural heritage of Pingyao ancient city, while the internal governance of scenic spots, the service management of tourism enterprises and the degree of tourism resource devel-opment have a negative impact on the tourism image perception of the cultural heritage of Pingyao ancient city. Finally, in view of these perception elements with negative effects, corresponding image improvement paths are proposed, in order to optimize the image perception of cultural heritage tourism in Pingyao ancient city and improve the tourism quality of the cultural heritage of Pingyao ancient city.