基于大数据分析的大连市旅游形象感知与提升策略研究

Research on Perceived Tourism Image and Enhancement Strategy of Dalian Tourism Based on Big Data Analysis

摘要: 互联网与大数据的发展为分析城市旅游目的地形象感知提供了广阔的数据来源与有效的分析工具，对于旅游业的口碑传播与宣传推广具有重要意义。本文以大连市旅游为研究对象，基于LDA主题模型，分析从旅游平台抓取的10041条有效评论数据，概括大连市的最新旅游感知形象。研究表明，游客以家庭出游为主，在认知方面分为四种类型，情感总体偏于正向，但深度探索类游客评价较低。

Abstract: The development of the internet and big data provides a broad data source and effective analytical tools for analyzing the image perception of urban tourism destinations, which is of great significance for the word-of-mouth dissemination and publicity promotion of tourism. Based on the LDA theme model, this paper takes Dalian tourism as the research object and analyzes 10041 effective comments captured from tourism platforms. Then the paper summarizes the latest tourism perception image of Dalian. The study shows that tourists mainly travel with their families. The image is divided into four types in terms of perception with generally positive emotional inclination, however, tourists in the category of in-depth exploration have less positive evaluations.