基于网络文本分析的人文景观旅游形象感知研究——以杭州西湖人文景点为例
Research on the Perception of Cultural Landscapes Tourism Image Based on Network Text Analysis—Taking West Lake Cultural Landscape as an Example

人文景观是展现城市文化，提升城市文化知名度的重要途径。本文选取携程网和大众点评有效评论作为研究数据，采用词频–逆文档率(TF-IDF)、语义网络和情感分析，研究游客对郭庄、钱王祠、苏堤、雷峰塔、岳王庙、灵隐寺6个西湖人文景观的认知形象、情感形象和整体形象。结果表明：1) 杭州西湖人文景观旅游认知形象要素可归纳为景点的历史文化、建筑与风景、景点活动、交通、设施和服务；2) 旅游情感形象以积极为主，景点整体形象较好，游客对景点的人文历史、风景和服务设施较认可；3) 景点存在人文体验打造不足、服务不到位、门票性价比低等情况。本研究丰富了人文景观旅游研究，为杭州西湖人文景观形象塑造提供建议。
Cultural landscape is an important way to show urban culture and enhance the popularity of urban culture. This paper selects comments from website of Ctrip and Dianping as the research data and uses frequency-inverse document frequency (TF-IDF), semantic network and emotional analysis to study the tourists’ cognitive image, emotional image and overall image of the six West Lake Cultural Landscapes of Guozhuang, Qianwang Temple, Sudi Causeway, Leifeng Tower, Yuewang Temple and Lingyin Temple. The results show that: 1) The cognitive image elements of Hangzhou West Lake Cultural Landscape Tourism can be summarized into the history and culture, architecture and scenery, scenic spot activities, transportation, facilities and services of scenic spots; 2) The emotional image of tourism is mainly positive, the overall image of the scenic spot is good, and tourists recognize the cultural history, scenery and service facilities of the scenic spot; 3) There are some problems in the scenic spots, such as insufficient humanistic experience, inadequate service and low-cost performance of tickets. This study enriches the study of cultural landscape tourism and provides suggestions for the shaping of the cultural landscape image of the West Lake in Hangzhou.