基于携程网游客评论的宿迁市三台山风景区旅游目的地形象感知研究
Research on Tourist Destination Image Perception of Suqian City’s San Tai Shan Scenic Area Based on Ctrip Visitor Reviews

本文以江苏省宿迁市4A级景区三台山森林公园为案例地，以国内常用的旅游社交平台携程网中的游客评论为研究对象，采用大数据文本分析的方法，借助文本挖掘软件KH coder 3.0对游客关于三台山的评论文本进行词频分析、语义共现网络分析等，探究游客对于三台山目的地形象的感知。结果表明，游客对于三台山不同维度的感知存在较大差异，按照感知程度由高到低排序为旅游吸引物、旅游环境、休闲和娱乐、旅游基础设施；高频词共现网络主题也以自然类旅游吸引物和自然环境为主。基于对评论的分析，我们对三台山公园各个维度的服务提升及景区改善提出了建议。
This study takes the 4A-level scenic spot, San Tai Shan Forest Park, located in Suqian City, Jiangsu Province, as a case study, takes tourist comments from the popular domestic travel social platform, Ctrip, as the research object, and uses big data text analysis methods. With the assistance of text mining software, KH Coder 3.0, we conducted a word frequency analysis and semantic co-occurrence network analysis of tourist comments on San Tai Shan to investigate tourists’ perceptions of the destination image of San Tai Shan. The results indicate significant differences in tourists’ percep-tions of San Tai Shan across different dimensions, ranked from high to low as tourist attractions, tourism environment, leisure and entertainment, and tourism infrastructure. The co-occurrence network themes of high-frequency words also predominantly revolve around natural tourist attrac-tions and the natural environment. Based on the analysis of these comments, we provide sugges-tions for improving services in various dimensions and enhancing the overall experience of San Tai Shan Park.