海口旅游目的地形象感知研究：基于网络文本的分析

随着互联网的普及，人们获取信息的方式也发生了巨大的变化。网络文本因其便捷、快速、及时的特点，成为了人们获取信息的主要途径之一。在旅游行业中，网络文本也成为了游客获取旅游目的地信息的主要途径。海口作为中国南海旅游中心城市，其旅游业发展迅速，吸引了越来越多的游客。本文以海口旅游目的地形象为研究对象，论文在文献综述的一个整理下，对它的目的地概念和形象感知进行了整理和分析。基于此基础上，运用八爪鱼采集器、ROSTCM6这两个软件，对海口旅游目的地形象进行抓取和分析。共计抓取1973条，运用 ROSTCM6 软件提取的'分词'、'词频分析'和'情感分析'、'高频词'等功能来对游记文本进行分析。了解游客对海口旅游目的地的认知形象和情感形象的具体感知情况，找出海口旅游目的地在发展过程中的不足并提出针对性建议，促进海口旅游向好发展。

With the popularity of the Internet, the way people obtain information has undergone a huge change. Network text has become one of the main ways for people to obtain information due to its convenience, speed, and timeliness. In the tourism industry, network text has also become the main way for tourists to obtain information about tourist destinations. As the tourism center city of the South China Sea, Haikou has developed rapidly and attracted more and more tourists. This paper takes the image of Haikou tourism destination as the research object and analyzes its destination concept and image perception based on the literature review. Based on this basis, the software Eight Claw Fish Collector and ROSTCM6 were used to collect and analyze the image of Haikou tourism destination. A total of 1973 were collected, and the ROSTCM6 software was used to analyze the text of the travelogue using functions such as 'word segmentation,' 'word frequency analysis,' 'sentiment analysis,' and 'high-frequency words.' This paper aims to understand the specific perception of tourists' cognitive and emotional images of Haikou tourism destination, identify the shortcomings of Haikou tourism destination in the development process, and put forward targeted suggestions to promote the good development of Haikou tourism.