【摘要】 以携程网、去哪儿网、途牛网抓取的在线旅游大数据为研究素材，使用ROST CM6 软件，基于“认知—情感”模型分析游客对鼋头渚风景区的旅游形象感知。结果表明：①樱花、太湖是游客对于鼋头渚风景区的基本认知形象，体现其自然资源特色突出。②游客对鼋头渚情感形象以正面感知为主，主要源于对旅游资源满意度较高；负面感知主要源于旅游态度差、码头排队拥挤、樱花季过后景色缺乏吸引力等。③整体感知上，游客对鼋头渚整体形象是赏樱胜地、太湖绝佳处，总体感知形象较好。更多还原

【Abstract】 Taking online travel big data captured by Ctrip.com,Qunar.com and Tuniu.com as the research material,and using ROST CM6 software,this paper analyzes tourists’ perception of the images of Yuantouzhu Scenic Area based on “cognition-emotion” pattern.The results show as follows:firstly,Sakura and Taihu Lake are tourists’ basic cognitive images of Yuantouzhu Scenic Area,reflecting its prominent characteristics of natural resources;secondly,most of the tourists have a positive emotional perception,mainly coming from their relatively high satisfaction with the tourist resources,while some negative perception mainly comes from bad service,crowded queuing at piers and the lack of attractiveness when Sakura is out of season;thirdly,in terms of overall perception,tourists consider Yuantouzhu as a superb place to enjoy Sakura blossoms and the beautiful scene of Taihu Lake.更多还原