中国邮轮游客的产品认知、情感表达与品牌形象感知——基于在线点评的内容分析

近年来,国际邮轮产业加快了由欧美市场向亚太地区转移的步伐。在国家“515”和“一带一路”倡议的双重推力下,中国大陆已经发展成为全球邮轮业的战略性新兴市场。目前,培育邮轮文化、做大客源市场、增强邮轮产品认知度和邮轮品牌辨识度是中国邮轮业迫切需要解决的关键问题,而深刻理解本土游客对邮轮产品的感知情况至关重要。以国内最大的中文在线旅游平台——携程旅行网（www.ctrip.com）的游客点评数据为样本,以2016年在中国投放大型（7万t级以上）豪华船舶的邮轮企业为研究对象,通过文本分析中的词频分析、语义网络分析、情感分析以及满意度分析等方法对中国游客的邮轮产品形象感知、情感表达、满意度评价以及在不同邮轮品牌上的差异性进行了系统性研究。研究发现：中国游客对邮轮产品的形象感知表现出“核心层—次核心层—过渡层—边缘层”的语义网络结构,其中核心层要素反映了与国际邮轮市场基本一致的邮轮产品形象。此外,游客对邮轮旅游总体表现出积极的情感色彩,对邮轮服务、邮轮住宿、邮轮餐饮、邮轮玩乐等属性的满意度较高,但对岸上观光表达出较多的负面情绪和较低的满意度。特别是国内游客对邮轮品牌的辨识度缺失。在核心形象方面,品牌之间并无显著性差异,品牌特色主要体现在语义网络边缘层的长尾词汇上。最后,提出了提升国内邮轮产品认知度、满意度以及品牌形象辨识度的管理建议。     

Urban vulnerability and adaptation to heatwaves: a case study of Graz (Austria)

The increasing frequency of heatwaves, particularly in urban contexts, is one of the perceptible consequences of climate change. A city’s vulnerability to these heatwaves must be determined to develop proper adaptation measures. This article addresses the vulnerability of a medium-sized city in Central Europe, Graz, to heatwaves. Based on secondary data and primary data gathered from expert interviews, we identified certain determinants of vulnerability for the city: temperature, proportion of open and green spaces to developed areas, construction period of buildings, distribution of age and poverty risk, adaptation strategies used, and risk perception levels assessed for decision makers in the city administration. Certain city districts can be classified as particularly vulnerable. A high level of risk perception was detected among all decision makers and some adaptation measures have already been enacted. In particular, inter-organizational collaboration in adaptation networks works effectively. A deficit in efficient communication between researchers, policy makers, and members of the public was perceived to be the main barrier. This case study exemplifies the assessment of a city’s vulnerability to heatwaves on the basis of particular determinants and can be applied to many other cities.

Policy relevance

The method applied revealed potential improvements and opportunities on the policy level. Strong networks for climate change adaptation are most effective if regular meetings take place, allowing trust and friendship to grow between decision makers. More target-group-oriented information is needed. Emergency organizations, in particular, need more information, because the perception of heatwave risks has only been based thus far on personal experiences. By establishing a central authority, more information could be provided on heatwaves in cities. The need to raise the perception of members of the population and motivate them to take personal responsibility during disasters was emphasized by interviewed decision makers. This can be supported by providing advice during heatwaves through newspapers, TV, and radio. People in risk groups and their relatives could be trained in workshops. City areas that are at high risk should be marked on maps to make relevant information more tangible for decision makers.     

Whose knowledge matters in climate change adaptation? Perceived and measured rainfall trends during the last half century in south‐western Tanzania

Parts of eastern Africa have experienced substantial climatic variability and extremes during the last few decades. Here we explore the extent to which local place‐based knowledge is used and is relevant to understanding and appropriately responding to place‐based climate variability and change (specifically rainfall) in an area of considerable rainfall variability in south‐western Tanzania. Primary data were collected using focus group discussions and household questionnaire surveys, and secondary data obtained from government institutions. Various changes associated with the frequency, intensity and consistency of rainfall during the period 1960 to 2014 are explored. Findings indicate that knowledge and perceptions associated with climate operate at a local level, and that these are not necessarily applicable to neighbouring regions. Smallholder farmers in the Great Ruaha River Sub‐Basin rely on incremental adaptations of agricultural practices, in response to climatic stresses which have long‐term implications. We argue that incremental adaptations ought to be supplemented by more transformative changes of existing agricultural practices, such as using more climate‐adapted crops and livestock. Moreover, caution is required when examining human perceptions and responses to climate variability and change at the site‐specific scale, as such findings may not necessarily be applicable to broader regions in all cases.     

Perceptions of Environmental Change and Climate Concern Among Idaho’s Farmers

Climate change public opinion research has identified conservative political ideology as the primary predictor of skepticism about climate change’s anthropogenic causes. Most farmers in Idaho are politically conservative, but they are also a unique group for whom observing their environment is part of daily life and work. We use data from in-depth interviews with 30 Idaho farmers to examine the relationship between observations of specific environmental changes and climate concern. We find that while most farmers report noticing changes in precipitation patterns, growing season length, and winter temperatures, few farmers connect these with long-term global climate change. These findings have two important implications: 1) direct experience, even in the form of disruption to an individual’s economic security, is not enough to overcome the influence of political ideology on climate change beliefs, and 2) acknowledging climate variation is not sufficient to convince individuals that the changes are produced by human activities.     

国内外农户对气候变化/变异感知与适应研究

基于国内外农户气候变化感知和适应研究进展,在辨析气候变化和气候变异概念的基础上,阐释农户气候变化/变异感知结果及影响因素。研究发现农户气候变化感知与适应行为之间存在不确定关系,农户气候变化感知直接转化为适应策略需克服一系列障碍因素。针对农户气候变化适应策略,在系统梳理国内外农户适应策略的基础上,对这些策略是否属于气候变化和变异适应行为提出质疑,认为不能忽略其他复杂的社会经济和政治因素对这些措施的驱动作用。最后,对中国未来研究提出慎重大规模开展农户气候变化感知及适应研究、厘清气候变化/变异感知与适应策略之间关系和重视时空异质性以及农户异质性研究三点展望。     

基于微博语义分析的重庆主城区风貌感知评价

采用社交网络数据对城市进行感知与评价是一种新的城市感知定量研究方法。本文将新浪微博签到数据作为城市感知的数据来源,通过文本挖掘和语义分析方法,探索用户对重庆主城区城市风貌的感知与评价。针对重庆主城区特色风貌片区,研究形成了签到地图、情绪地图和对象地图。签到地图客观反映重庆主城区新浪微博用户活跃程度的空间分布特征;情绪地图挖掘活跃用户对空间的情绪表达和正负面态度;对象地图解析出现这种签到热力分布和情绪分布的原因,发现引发正负面态度的情绪对象。通过分析用户对规划师所设定的风貌要素载体的典型意见,将要素载体归纳为有感知积极、有感知消极、无感知和有感知未设定4类。今后应进一步从要素识别和价值判断两个方面为规划师塑造和管控城市风貌提供参考意见。     

Preliminary analytical method for unsupervised remote sensing image classification based on visual perception and a force field

Abstract

The analysis of remote sensing (RS) images, which is often accomplished using unsupervised image classification techniques, requires an effective method to determine an appropriate number of classification clusters. This paper proposes a preliminary analytical method to evaluate the input parameters for unsupervised RS image classification. Our approach involves first analysing the colour spaces of RS images based on the human visual perception theory. This enables the initial number of clusters and their corresponding centres to be automatically established based on the interaction of different forces in our supposed force field. The proposed approach can automatically determine the appropriate initial number of clusters and their corresponding centres for unsupervised image classification. A comparison of the experimental results with those of existing methods showed that the proposed method can considerably facilitate unsupervised image classification for acquiring accurate results efficiently and effectively without any prior knowledge.     

News Items

The process of reading a topographic map requires users to recognize and learn the cartographic symbols of the key (or legend) while interpreting the territory as depicted on the map at a given level of abstraction (the form and nature of features, their saliency and relationships). We present the results of an empirical user study that aims to identify and assess the main graphical characteristics that are used by map users to recognize the design principles which constitute the topographic mapping style adopted by IGN (Institut National de l'Information Géographique et Forestière), France. Our results suggest that 91% of the participants were able to recognize an IGN-France topographic map amongst other topographic map products. We also determine which graphical characteristics play a role in the recognition of this cartographic style, either by visual memory or by visual perception, and identify the representation of relief, including contour lines and shaded relief, as one of the major graphical characteristics of the topographic mapping style of IGN-France. Moreover, the participants of our study considered the representation of touristic POI (points of interest), toponymy, typography, the main roads network, the individual buildings and the forests, to be essential for stylistic recognition.     

A double continuous approach to visualization and analysis of categorical maps

A method to visualize multiple membership maps, called ‘Colour mixture’ (CM) is described and compared with alternative techniques: defuzzification and Pixel mixture. Six landform parameters were used to derive the landform classes using supervised fuzzy k-means classification. The continuous categorical map is derived by GIS calculations with colours, where colour values are considered to represent the taxonomic space spanned by the attribute variables. Coordinates of the nine class centres (landform facets) were first transformed from multivariate to two-dimensional attribute space using factor analysis, and then projected on the Hue Saturation Intensity (HSI) colourwheel. The taxonomic value was coded with the Hue and confusion with Saturation. To improve visual impression, saturation was replaced with whiteness. Classes that were closer in attribute space were merged into similar generic colours. The CM technique limits the derived mixed-colour map to seven generic hues independently of the total number of classes, which provides a basis for automated generalization. The confusion index derived from the mixed-colour map was used to derive primary boundaries and to locate areas of higher taxonomic confusion.