基于网络文本分析的洞穴景区游客感知形象研究——以贵州织金洞为例

洞穴旅游是最具特色的旅游活动之一，游客对洞穴景区旅游形象的认知直接影响游客满意度和忠诚度，对景区的营销和发展起到重要作用。以旅游网站上的点评、游记等网络文本为基础，采用ROST CM内容挖掘软件及内容分析法，对贵州织金洞旅游形象进行了分析，主要研究结论如下:①40篇游记样本与2591条点评样本中提取出232条高频词汇，频次排在前60位的词汇表明游客的主要关注点集中于织金洞自然景观；高频词汇的语义网络矩阵以“织金洞”、“溶洞”为核心，其他特征词向周围发散状，关联词汇的关系强度表明织金洞中规模宏伟、造型奇特的岩溶景观给游客留下了深刻的印象。②旅游形象属性主类目中涉及旅游景观的高频特征词最多，其次是旅游服务与管理、旅游设施；形态各异、独具特色的岩溶景观是织金洞最大的特点，洞穴内灯光效果对游客游览有最为直接的影响。③游客积极情绪的词汇出现的频次所占比例达81.85%，消极情绪的词汇出现的频次不到10%。 

Study on tourism images of karst caves based on web text analysis: An example of the Zhijin cave in Guizhou Province

Tourists’ perception of tourism images of tourist destinations directly affects the satisfaction and loyalty of tourists, and plays an important role in the marketing and development of tourist destinations. Using the ROST CM content mining software and content analysis method, this paper analyzes the tourism images of the Zhijin Cave by reviews and travel notes on travel websites. The main research conclusions are as follows， first, 232 high-frequency words are extracted from 40 travel note samples and 2，591 comment samples, and the top 60 words show that the main focus of tourists is on the natural landscape of the Zhijin cave. The semantic network matrix of high-frequency vocabulary is centered at “Zhijin cave” and “karst cave”, while other characteristic words diverge to the surrounding areas. The intensity of the relationship between the related words indicates that the magnificent and peculiar karst landscape in the Zhijin cave has left a deep impression on tourists. Second, in the main category of tourism image attributes, most of the high-frequency features are related to tourism landscape, followed by tourism services and management, and tourism facilities. The karst landscape with different forms and unique features is the biggest feature of the Zhijin cave, and the lighting effect in the cave has the most direct impact on tourist activities. Third, the proportion of positive vocabulary occurrence reaches 81.85%, and the frequency of negative emotion vocabulary appears less than 10%. Negative evaluation focuses on the service and management of tourist destinations. Tourists have a high overall recognition of the Zhijin cave and a very positive attitude towards the overall image of tourism, but the willingness to revisit is not high.