基于网络游记的北戴河区游客感知研究
Research on Tourist Perception in Beidaihe District Based on Online Travel Notes

本文从携程网中提取有关北戴河旅游的网络游记作为研究文本，利用ROST CM6和文本分析方法对网络游记进行分析，主要借助于CM6软件从高频词分析、语义网络分析以及情感分析获取相关数据，研究游客对北戴河旅游的感知状况。研究发现游客对于北戴河的旅游感知主要表现为游客对海边的感知最强，游客对景区、景点、住宿美食的感知较强，对大范围交通感知也较强，对景区内部的交通感知较弱；游客对于北戴河购物感知较弱；语义网络分析表明北戴河旅游与海边、公园、秦皇岛之间关联性较强，其次就是与山海关等有较强的关联性；情感分析表明游客对于北戴河旅游以积极、中性情感为主，消极情绪为辅。消极情绪多体现在服务、管理等方面，但游客本身也存在差异。通过对于网络旅游游记内容的分析，本文提出相关对策，提升游客感知。
Online travel notes about Beidaihe tourism were extracted from Ctrip as research texts, and ROST CM6 and text analysis method was used to analyze online travel notes. Relevant data were obtained from high-frequency word analysis, semantic network analysis and emotion analysis with the help of CM6 software to study tourists’ perception of Beidaihe tourism. The study reveals that tourists’ perceptions of Beidaihe are primarily characterized by a strong focus on the seaside, followed by significant attention to scenic areas, attractions, accommodation, and cuisine. Perceptions of large-scale transportation are also relatively strong, while perceptions of internal transportation within scenic areas are weaker. Shopping in Beidaihe is perceived as less prominent. Semantic network analysis indicates a strong association between Beidaihe tourism and the seaside, parks, and Qinhuangdao, with secondary associations to locations such as Shanhaiguan. Sentiment analysis shows that tourists’ emotions toward Beidaihe tourism are predominantly positive and neutral, with negative emotions being less common. Negative sentiments are mainly related to service and management, though there are variations among tourists themselves. Based on the analysis of online travel narratives, this paper proposes relevant strategies to enhance tourists’ perceptions.