内河游轮旅游形象感知研究——基于三峡游轮的网络文本分析

Study on Perception of Inland Cruise Tourism Destination Image—Based on Network Text Analysis of Three Gorges Cruise

摘要: 随着网络媒介的发展，海量的大众网络评论可以建立起网络文本数据库。对其分析可获取游客对旅游目的地的感知形象。本文以携程网、同程旅游网和飞猪网收集的网络评论作为样本，基于旅游目的地形象感知“认知–情感”模型，运用文本分析法探索游客对三峡游轮旅游的形象感知。研究发现，游客对三峡游轮旅游的整体感知来源于游轮地理、游轮环境、岸上活动和游轮消费四个维度。“认知–情感”模型在三峡游轮旅游的感知形象分析中得到验证，游客对于内河游轮的岸上游览体验和游轮服务体验让整体的情感感知偏向积极方向，而在费用设置和行程安排方面有待改善和提升。

Abstract: With the development of online media, a massive amount of public online comments can establish a database of textual information. Analyzing these comments can provide insights into tourists’ perception and image of tourist destinations. This study utilizes online comments collected from Ctrip, Tongcheng Travel, and Fliggy as samples to explore tourists’ perception of the image of Three Gorges Cruise tourism, based on the “cognitive-affective” model of destination image perception. Textual analysis method is employed for this purpose. The study finds that tourists’ overall perception of Three Gorges Cruise tourism is derived from four dimensions: cruise geography, cruise environment, onshore activities, and cruise consumption. The “cognitive-affective” model is validated in the analysis of perceived image of Three Gorges Cruise tourism. Tourists’ experiences of onshore sightseeing and cruise service contribute to a positive affective perception overall, while there is room for improvement in terms of cost structure and itinerary planning.