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E3S Web of Conferences 143, 01025 (2 020) https://doi.org/10.1051/e3sconf/20 2014301025 ARFEE 2019 Research on Image Perception of Heritage Destination Based on Web Text Analysis : Taking Hongcun Village as an Example Jingjing Wang1, Yanling Huang1,*, Shengfeng Luo1,Shulin Xiao1 1 College of Tourism & Landscape Architecture, Guilin University of Technology, Guilin , China. Abstract. This paper focuses on Hongcun in Anhui Province , using comments data of ctrip.com, ly.com and qunar.com as a samples, and makes a systematic analysis of Hongcun's tourism image through Python software. The study finds that the dimension of Hongcun image perception includes tourism attraction, tourism service, tourism environment and tourism atmosphere. The perception curve of tourism images of Hongcun presents the distribution characteristics of power functions, with obvious "long tail" distribution.Tourists have higher evaluation of Natural scenery and historical features,and lower evaluation for over-commercialization,single tourism items and disordered management in tourism-peak season. Accordingly, it is necessary to establish the concept of protective development and protect the authenticity of Hongcun . At the same time, it is necessary to enrich the cultural connotation of tourism products and enhance the experience of tourists. 1 Introduction destinations, the comparative study of tourist perception image and official publicity image, etc [6-7]. Heritage tourism is not only an important part of tourism, With the development of the Internet, a large number but also an important field of tourism research.Heritage of online texts are influencing tourists' perception of tourism is a form of tourism that is the main attraction of destination image and the formation of final tourism cultural relics and historical civilizations such as cultural intention.Through reading relevant literatures, it is found relics and historic sites.In recent years, with the rise of that most scholars choose to use content analysis method integration of culture and tourism, research on the to study tourism destinations, and it has become a new protection and development of cultural heritage tourism research trend to study tourism destination image has become increasingly rich, and cultural heritage perception by using online texts. However, there are few tourism destinations have become important tourist studies on the image perception of cultural heritage attractions.Experiencing the culture of heritage sites has tourism destinations in the middle of China, and there is become one of the motives for tourists to travel. Tourists' also a lack of relevant cases in the study of heritage perception of heritage tourism plays a crucial role in tourism destinations under the network text. making tourism decisions [1]. As a typical representative Therefore,This study takes the online reviews of tourists of ancient villages in China, Hongcun was listed in the as a sample, and explores the tourists' image perception world heritage list by UNESCO World Heritage of Hongcun through content analysis, in order to provide Committee in 2000. reference for the sustainable development of Hongcun. In recent years, the research on the image of tourist destination has increased dramatically. Tourists' cognition of the destination image is influenced by the 2 Research design overall impression of the destination, but the In the coming era of big data, a large number of composition of the overall impression of the destination information is emerging through the network. The mainly includes two views [2-3]. Echtner (1991) network text analysis method can transform the proposed the three-dimensional space method, which qualitative data into quantitative data, which makes up divides the whole image of the destination into the whole for the low accuracy of the questionnaire survey method and the individual components [4]. Baloglu (1999) [8]. Therefore, this study uses the Jieba database and proposed a mental schema method based on the tourists' snowlp database of Python software to process high- perception of time series, which divides the tourists' frequency words and judge emotion of network data. In perception image of tourist destination into cognitive addition, through SPSS software, curve estimation image, emotional image and overall image [5]. In the analysis and parameter estimation are carried out . study of tourists' perception, psychological mental This study selects comments from ctrip.com, ly.com schema has been widely used. For example, the image and qunar.com as a sample. Due to the large number of perception research of different types of tourist selected reviews, the evaluation of tourists published * Corresponding author: [email protected] © The Authors, published by EDP Sciences. This is an open access article distributed under the terms of the Creative Commons Attribution License 4.0 (http://creativecommons.org/licenses/by/4.0/). E3S Web of Conferences 143, 01025 (2 020) https://doi.org/10.1051/e3sconf/20 2014301025 ARFEE 2019 from January 1, 2018 to December 31, 2018 is captured (72),China(69) through GooSeeker. In order to maximize the validity of Humanities culture(265),guide the sample, the reviews selected in this study is environment (246),students preprocessed.This includes eliminating duplicate (217),tourists comments; removing invalid comments, including (202),history English letters, emoticons, etc.; correcting incorrect (184),preserve statements. Finally, 3662 valid comments were obtained. (115),heritage(69) Tourism worthy(282),distinctive 3 Data analysis atmosphere Evaluation (232),convenient (16%) (220),commercialization (179),beautiful(136), 3.1 Cognitive dimension analysis typical(110),small (109),quiet(108) The high-frequency characteristic words describing The part of speech of high frequency words has Hongcun's tourism image are extracted from Python's certain meaning, in which the noun words can reflect the Jiaba database,and the high-frequency words irrelevant place and preference, the adjective words can express the to tourism image perception and meaning repetition are attitude and perception, and the verb words can indicate filtered out. The top 50 words are selected for the motivation and behavior.From the high-frequency analysis.According to the existing cognitive image noun words, we can see that the focus of tourists' classification, tourists' perception of Hongcun's attributes attention includes tourist attractions, scenic tickets, includes four dimensions and seven subcategories, as accommodation, experience and other aspects, mainly shown in Table 1. concentrated in the cultural tourist attractions and natural Table 1. Tourist cognition dimension table. landscape, of which the cultural tourist attractions account for the vast majority.It can be seen that tourists' Dimensions Subcategories Characteristic words perception of the overall image of Hongcun is a tourist (word frequency) destination of human landscape.The verb high frequency Tourism Landscape architecture(766),scenic words include "sketch, photograph, sightsee and attraction attraction spot(687),Hui Style preserve", which reflect the behavior and motivation of ( ) 36% (535),scenery tourists.High frequency adjectives include "Hui style, (432),Nanhu convenience, commercialization and beauty", which (423),landscape reflect tourists' perception of the overall landscape of (404),hamlet Hongcun. (404),ancient town According to the cognitive dimension attribute, the (158),Ink painting high frequency words are sorted and analyzed.First, (139),Crouching Tiger, tourism attractions include tourism activities and Hidden Dragon(110) landscape attractions, and the perception of landscape attractions is much higher than tourism activities. The Tourism sketch(320),Tour- highest frequency of words "architecture" reflects that activities Guiding tourists have a strong sense of Hongcun's architecture. (132),photograph The natural scenery like ink painting is most appreciated (130),sightseeing by tourists.Huizhou architecture and charming scenery (124) are not only the most important tourism resources of Tourism Dining and Inn(200),dwelling Hongcun, but also the symbol of Hongcun.And in service Housing (150),online tourism activities, tourists have a higher perception of (20%) (92),accommodation sketching and photographing, through which tourists can (87),landlord(68) improve their experience in the scenic spot. From the perspective of tourism attractions, tourists mainly Scenic spot ticket(565),free perform traditional sightseeing tours in Hongcun, management ( ) 115 ,ID card lacking entertainment experience activities. ( ) 123 ,cheap Second, tourists have a weak perception of tourism ( ) 87 ,administration facilities services. Tourists have a higher perception of ( ) 72 inns and dwellings and a lower perception of diet and Tourism Natural Huangshan city transportation.This is mainly because Hongcun has a environment environment ( ) 311 ,Huizhou large number of well-preserved ancient dwellings of (28%) ( ) 226 ,night Ming and Qing dynasties, and most tourists are willing ( 180),village to experience local customs and experience the ( ) ( ) 175 ,Anhui 83 ,early hospitality and service of the host. In terms of scenic morning(91),reflection spot management, it should be mentioned that the first (90), Yixian County term is "ticket", indicating that tourists are still very (84)),morning sensitive to scenic spot tickets. (72),Jiangnan 2 E3S Web of Conferences 143, 01025 (2 020) https://doi.org/10.1051/e3sconf/20