【摘要】 以乾陵国家考古遗址公园为例，基于供需视角，运用内容分析方法，以“投射—感知”模型为基础，分析比较投射形象和感知形象之间的偏差。研究发现：官方投射形象和公众感知形象高频词集中于资源条件、功能属性、管理与运营3个范畴；官方投射偏向于从宏观角度进行宣传推广，而公众感知形象则聚焦单一要素；公众感知的主要情感为积极情绪。研究为国家考古遗址公园加强运营管理并提升公众感知提供了建议。更多还原

【Abstract】 Taking Qianling National Archaeological Site Park as an example, based on the perspective of supply and demand, this paper analyzes and compares the deviation between projected image and perceived image by using content analysis method and “project-perception” model. The results show that the high frequency words of official projected image and public perceived image are concentrated in three categories: resource condition, functional attribute, management and operation; Official projection tends to promote from a macro perspective, while the public perception image focuses on a single element. The main emotion perceived by the public is positive emotion. The study provides recommendations for strengthening the operation and management of national archaeological site parks and enhancing public perception.更多还原