风景名胜区代表着我国生态系统保护的特色,近年来逐渐成为重要的旅游目的地之一。选取雁荡山风景名胜区作为温州自然保护地代表,深度挖掘携程网、去哪儿网、美团等共7大旅游网站游客评论,采用网络文本分析法和IPA分析法对其进行旅游形象感知研究。结果表明:1)雁荡山风景名胜区的二灵一龙景区为游客提及最多的高频词,语义网络呈“核心-次核心-外围”布局。2)游客以积极情绪为主,中性情绪和消极情绪在可控程度之内。3)基于游客感知,可将雁荡山风景名胜区旅游形象归纳为旅游资源、基础设施、娱乐项目、服务管理、文化体验、情感评价等6个项目,并细分为16个要素进行研究。4)对16个构成要素的具体评论依次进行编码分析,构建IPA模型分析得知,游客感知的各要素表现性分值较高,但重要性分值较为分散。其中,自然景观风貌、公共交通、景区管理、氛围评价为优势要素,暂无弱势要素。

Scenic spots are China's representative characteristics in ecological system protection and have gradually become one of the important tourist destinations in recent years.This paper selects the Yandang Mountain scenic spot as the representative of Wenzhou nature reserve,tries to study the tourist reviews of seven major tourism websites,including Xiecheng,Qunaer and Meituan to study their tourism image perception based on content analysis and IPA analysis methods.The results show that:(1)The Erling and Yilong scenic spots in the Yandang Mountain Scenic Area are the most frequently mentioned words by tourists with a "core-sub core-peripheral" semantic network layout.(2)Positive emotions are mainly found in the tourists,and their neutral and negative emotions are under control.(3)Based on the perception of tourists,the tourism image of Yandang Mountain Scenic Area can be summarized into six major items:tourism resources,infrastructure,entertainment projects,service management,cultural experience,and emotional evaluation which can be subdivided into 16 elements for research.(4)The specific comments of the 16 constituent elements were sequentially coded and analyzed.The IPA model analysis was constructed to find that the performance scores of each element perceived by tourists are higher,but the importance scores are more scattered.Among them,natural landscape,public transportation,scenic spot management,and atmosphere evaluation are the advantage elements,and there are no weak elements.