【作者】 范燕；

【导师】 周娜娜；

【作者基本信息】 贵州师范大学 ， 旅游管理硕士（专业学位）， 2022， 硕士

【摘要】 随着以UGC为主要特征的Web2.0的发展,越来越多的游客可以通过互联网随时随地分享自己的旅游行程路线、对旅游目的地的体验,在线评论购买旅游产品和服务的体验,同时还能够通过互联网表达自己对于旅游目的地的观点和感受。旅游目的地潜在游客通常会非常重视自己所了解的目的地对相应游客们的旅行感受在线评论,而这种潜在游客往往能够通过阅读相关评论,从而更快速的的掌握游客们对相应目的地的旅行感受,以及相应地区的旅行环境,并进而直接影响潜在游客的旅行计划。加之现代人们对旅游精神的需要,到旅游目的地旅游的游客在逐渐增加,从而相关的在线点评数据也在逐渐增加,大量的在线评论文本数据必然会对该目的地的潜在游客是否会去该地旅游的决策制定有着非常重要的作用,同时该评论数据也直接为旅游目的地的旅游形象进行宣传。由于旅游在线评论的数据来源于到旅游目的地进行旅游的游客,能够深刻理解游客需求,同时旅游目的地经营管理者可以根据游客在旅游网站上发布的旅游在线评论数据来了解游客在旅游过程中对该旅游目的地产生的旅游形象感知,从而更加有针对性地改善旅游目的地存在的不足,从而提升旅游目的地的形象。本文以黄果树旅游景区为案例地,在广泛查阅国内外相关研究文献的基础上,采用python3.0编写相关代码爬取携程网和大众点评网关于黄果树旅游景区的在线评论数据,分别用TF-IDF、朴素贝叶斯模型、LDA主题模型研究游客对黄果树旅游景区的认知形象、情感形象、总体形象等方面的感知情况,分析出黄果树旅游景区在发展过程中存在景区商业化严重、门票价格高、服务品质不佳、基础设施人性化弱、管理现象混乱、宰客欺客现象严重等问题,并提出具体的优化建议。更多还原

【Abstract】 With the development of Web2.0,which is mainly characterized by UGC,more and more tourists can share their travel routes and experience of travel destinations,comment on their experience in purchasing travel products and services,and expresstheir views and feelings about travel destinations through the Internet at any time and anywhere,and make online comments on their destinations and corresponding travel services.Potential tourists usually attaches great importance to tourism destination themselves know the destination of tourists travel experience online comments accordingly,and this kind of potential tourists can often comments from reading,and thus more quickly master the tourists to the appropriate destination travel experience,and the corresponding region travel environment,and then directly affect the potential tourists travel plans.Coupled with the spiritual needs of modern people for tourism,Visitors to tourist destination tourism is gradually increased,and the relevant data online reviews are also gradually increase,a lot of online comment text data is bound to be on the destination of potential tourists will travel to the area of decision making is a very important role,at the same time the review data in direct to promote tourism destination image.As a result of tourism destination online reviews data from tourists,corresponding to deeply understand the needs of the tourists,tourism destination management c can understand tourists’ perception of the tourism image of the destination in the process of traveling according to the online tourism comment data released by tourists on the tourism website,on the basis of more targeted to improve the deficiency existing in tourism destination.So as to enhance the image of the tourist destination.In this paper,Huangguoshu scenic spot is taken as the case,and on the basis of extensive review of relevant research literatures at home and abroad,python3.0 is adopted to compile relevant codes and crawl online comment data of Huangguoshu scenic spot from Ctrip and Dianping.Tf-idf,Naive Bayes model and LDA theme model are used to study tourists’ perception of Huangguoshu scenic spot in terms of cognitive image,emotional image and overall image.Analysis of Huangguoshu scenic spots in the development process of serious commercialization of scenic spots,high ticket prices,poor service quality,weak humanization of infrastructure,chaotic management,serious phenomenon of cheating customers and other problems,and put forward specific optimization suggestions.更多还原