基于网络文本分析的绍兴镜湖国家城市湿地公园旅游形象感知

为了利用新的研究手段更加便捷、深入地研究游客对湿地公园型旅游目的地的旅游形象感知，为国家城市湿地公园的旅游可持续发展提供有益参考，运用网络文本分析法，通过百度、大众点评、携程网等搜索引擎和旅游网站，将相关的评论和游记作为样本，使用ROST Content Mining软件，从景区环境、活动项目、旅游景点、设施服务、背景文化等5个方面分析游客对浙江绍兴镜湖国家城市湿地公园的旅游形象感知。结果显示:游客对镜湖国家城市湿地公园的情感态度整体上趋于良好；对景区的整体印象及景区环境评价较高；对于在景区内开展的休闲娱乐等活动情况较为满意；对于湿地公园的背景文化认识不够深入；在景区基础设施及服务方面存在一定的消极感。城市湿地公园的深度旅游开发应在保持特色优势，改善设施服务，加强文化宣传等方面予以重点关注。

Web-based text analysis of tourism image perception of Shaoxing Mirror Lake National Urban Wetland Park

The research aimed at making use of the new research methods to conduct more convenient and in-depth study of tourists' tourism image perception of the wetland park tourism destinations and provide a useful reference for the sustainable development of national urban wetland park tourism. It used the web-based text analysis method and collected relevant reviews and travelogues from search engines and tourism websites including Baidu, Dianping, and Ctrip as samples, and used ROST Content Mining software to analyze tourists' tourism image perception of Mirror Lake National Urban Wetland Park from the following five perspectives, namely, the scenic environment, activities, tourist attractions, service facilities and cultural background. The results indicated that visitors to the Mirror Lake National Urban Wetland Park had overall good emotional attitudes towards the park; they had comparatively high evaluation of the overall impression of the scenic area and scenic environment; they were rather satisfied with the leisure and entertainment activities in the scenic area. However, they lacked deep understanding of wetland park background culture and held certain negative attitudes towards the scenic infrastructure and services. Based on the research findings, the paper pointed out that the profound tourism development of urban wetland parks should be focused on maintaining the feature advantages, improving facilities and services, and strengthening cultural publicity.