【摘要】 文化遗产地是重要的旅游目的地类型。以世界文化遗产敦煌莫高窟为例，基于网络文本内容分析方法，探究莫高窟旅游目的地意象的构成、特征及其情感评价。莫高窟旅游目的地意象可划分为历史文化记忆、地理区位特征、基础设施与服务质量、旅游行为4大主题，以及石窟群落、基础设施与景区服务、关联景点3大层次；莫高窟旅游目的地意象的情感分析呈正面倾向，游客的总体评价较好。有鉴于此，为提高莫高窟的文旅开发水平，提出了深挖文化遗产资源，加强基础设施建设，提高管理和服务水平等建议。更多还原

【Abstract】 Cultural heritage sites are important types of tourist destinations. Taking the world cultural heritage,Dunhuang Mogao Grottoes,as a case study,this paper explores the composition,characteristics and emotional evaluation of the tourism destination image of Mogao Grottoes based on the method of web text content analysis. It is found that the tourism destination image of Mogao Grottoes can be divided into four themes :historical and cultural memory,geographical location characteristics,infrastructure and service quality,and tourism behavior;three levels :grottoes community,infrastructure and scenic service,and related scenic spots. The emotion analysis of tourism destination image shows a positive tendency and great evaluation. Based on the research results,in order to improve the cultural tourism development level of Mogao Grottoes,it is suggested to dig deep cultural heritage resources,strengthen infrastructure construction,and improve management and service level.更多还原