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旅游导刊 ›› 2021, Vol. 5 ›› Issue (4): 58-78.DOI: 10.12054/lydk.bisu.156
李高广,马佳丽,邓宁
收稿日期:
2020-04-20
修回日期:
2021-06-10
出版日期:
2021-08-30
发布日期:
2021-08-27
作者简介:
李高广(1980— ),男,河南平顶山人,博士,北京第二外国语学院旅游科学学院讲师,研究方向:市场营销、品牌管理、旅游大数据。|马佳丽(1995— ),女,山西晋中人,北京第二外国语学院旅游科学学院硕士研究生,研究方向:旅游营销和电子商务。|邓 宁(1983— ),男,湖南湘乡人,博士,北京第二外国语学院旅游科学学院副院长、副教授,研究方向:旅游信息化、旅游大数据、旅游目的地营销。
基金资助:
LI Gaoguang,MA Jiali,DENG Ning
Received:
2020-04-20
Revised:
2021-06-10
Online:
2021-08-30
Published:
2021-08-27
摘要:
游客上传到社交媒体的UGC图片蕴含了关于目的地形象的关键信息,研究本地居民、本国游客和外国游客3个群体的旅游目的地形象,既能丰富和深化旅游目的地形象群体差异的研究,又可以为旅游精准营销提供理论依据。本研究以社交图片网站Flickr中美国纽约州图片元数据集作为研究素材,采用计算机文本分析方法,通过高频词提取、情感极性计算等技术对2004—2014年的73万张图片展开分析,获得基于UGC图片元数据的3类群体的纽约州旅游认知形象和情感形象。研究表明:(1)不同群体对认知形象内容维度的关注度趋同;(2)不同群体认知形象的构建内容存在明显差异,本地居民的认知形象最为丰富;(3)不同群体情感形象整体评价以正面为主,但同时也流露出一定的负面情感倾向。
中图分类号:
李高广,马佳丽,邓宁. 基于外群体同质效应的目的地形象差异研究——以美国纽约州UGC图片为例[J]. 旅游导刊, 2021, 5(4): 58-78.
LI Gaoguang,MA Jiali,DENG Ning. Research on Destination Image Difference Based on the Out-Group Homogeneity Effect: A Case Study of UGC Images of New York State[J]. Tourism and Hospitality Prospects, 2021, 5(4): 58-78.
本地居民 Local Residents | 本国游客 Domestic Tourists | 外国游客 Foreign Tourists | |||
---|---|---|---|---|---|
名词 Noun. | 词频 Frequency | 名词 Noun. | 词频 Frequency | 名词 Noun. | 词频 Frequency |
Brooklyn | 79 138 | Manhattan | 22 505 | Manhattan | 48 031 |
Manhattan | 62 216 | Brooklyn | 14 799 | Brooklyn | 22 700 |
building | 27 432 | museum | 9 668 | vacation | 17 257 |
Metropolitan Museum of Art | 20 802 | Metropolitan Museum of Art | 8 786 | Metropolitan Museum of Art | 17 032 |
vacation | 18 777 | vacation | 7 954 | building | 14 232 |
museum | 16 053 | nature | 5 854 | museum | 13 402 |
church | 13 746 | japanese culture | 4 789 | street | 11 522 |
downtown | 13 355 | building | 4 659 | Central Park | 9 660 |
street | 12 491 | Queens | 4 355 | night | 8 519 |
Central Park | 11 571 | Central Park | 3 993 | Times Square | 8 203 |
表1 三类群体相关图片元数据信息中的高频名词
Tab.1 The high-frequency nouns in metadata of three groups’ related photos
本地居民 Local Residents | 本国游客 Domestic Tourists | 外国游客 Foreign Tourists | |||
---|---|---|---|---|---|
名词 Noun. | 词频 Frequency | 名词 Noun. | 词频 Frequency | 名词 Noun. | 词频 Frequency |
Brooklyn | 79 138 | Manhattan | 22 505 | Manhattan | 48 031 |
Manhattan | 62 216 | Brooklyn | 14 799 | Brooklyn | 22 700 |
building | 27 432 | museum | 9 668 | vacation | 17 257 |
Metropolitan Museum of Art | 20 802 | Metropolitan Museum of Art | 8 786 | Metropolitan Museum of Art | 17 032 |
vacation | 18 777 | vacation | 7 954 | building | 14 232 |
museum | 16 053 | nature | 5 854 | museum | 13 402 |
church | 13 746 | japanese culture | 4 789 | street | 11 522 |
downtown | 13 355 | building | 4 659 | Central Park | 9 660 |
street | 12 491 | Queens | 4 355 | night | 8 519 |
Central Park | 11 571 | Central Park | 3 993 | Times Square | 8 203 |
序号 Order | 维度 Class | 本地居民 Local Residents | 本国游客 Domestic Tourists | 外国游客 Foreign Tourists | |||
---|---|---|---|---|---|---|---|
词频 Frequency | 比重(%) Proportion | 词频 Frequency | 比重(%) Proportion | 词频 Frequency | 比重(%) Proportion | ||
1 | 场所/地域Place/Region | 269 013 | 29.84 | 65 128 | 29.37 | 148 464 | 26.62 |
2 | 建筑Architect/Buildings | 195 197 | 21.65 | 53 326 | 24.05 | 127 858 | 22.93 |
3 | 自然Nature/Landscape | 185 459 | 20.57 | 43 401 | 19.57 | 102 423 | 18.37 |
4 | 活动Activity | 121 413 | 13.47 | 25 975 | 11.71 | 83 469 | 14.97 |
5 | 文化Culture/Art | 67 148 | 7.45 | 22 372 | 10.09 | 52 581 | 9.43 |
6 | 人物People | 43 606 | 4.84 | 9 912 | 4.47 | 29 372 | 5.27 |
7 | 交通/设施Transport /Infrastructure | 19 799 | 2.20 | 1 621 | 0.73 | 13 488 | 2.42 |
表2 根据图片内容进行维度划分所得各维度图片比例
Tab.2 Photo dimensions according to the photo content and their proportions
序号 Order | 维度 Class | 本地居民 Local Residents | 本国游客 Domestic Tourists | 外国游客 Foreign Tourists | |||
---|---|---|---|---|---|---|---|
词频 Frequency | 比重(%) Proportion | 词频 Frequency | 比重(%) Proportion | 词频 Frequency | 比重(%) Proportion | ||
1 | 场所/地域Place/Region | 269 013 | 29.84 | 65 128 | 29.37 | 148 464 | 26.62 |
2 | 建筑Architect/Buildings | 195 197 | 21.65 | 53 326 | 24.05 | 127 858 | 22.93 |
3 | 自然Nature/Landscape | 185 459 | 20.57 | 43 401 | 19.57 | 102 423 | 18.37 |
4 | 活动Activity | 121 413 | 13.47 | 25 975 | 11.71 | 83 469 | 14.97 |
5 | 文化Culture/Art | 67 148 | 7.45 | 22 372 | 10.09 | 52 581 | 9.43 |
6 | 人物People | 43 606 | 4.84 | 9 912 | 4.47 | 29 372 | 5.27 |
7 | 交通/设施Transport /Infrastructure | 19 799 | 2.20 | 1 621 | 0.73 | 13 488 | 2.42 |
序号 Order | 情感特质 Affective qualities | 所占比例(%) Percentage | ||
---|---|---|---|---|
本地居民 Local Residents | 本国游客 Domestic Tourists | 外国游客 Foreign Tourists | ||
1 | 令人振奋的arousing | 6.37 | 9.23 | 6.98 |
2 | 令人兴奋的exciting | 44.31 | 41.93 | 47.15 |
3 | 令人愉快的pleasant | 39.27 | 42.28 | 35.47 |
4 | 令人放松的relaxing | 5.67 | 6.56 | 7.5 |
5 | 使人不愉快的unpleasant | 3 | 0 | 1.54 |
6 | 使人痛苦悲伤的distressing | 1.37 | 0 | 1.36 |
表3 Flickr纽约州相关图片元数据中情感形象及比例关系
Tab.3 Affective image of New York photos on Flickr and their percentages
序号 Order | 情感特质 Affective qualities | 所占比例(%) Percentage | ||
---|---|---|---|---|
本地居民 Local Residents | 本国游客 Domestic Tourists | 外国游客 Foreign Tourists | ||
1 | 令人振奋的arousing | 6.37 | 9.23 | 6.98 |
2 | 令人兴奋的exciting | 44.31 | 41.93 | 47.15 |
3 | 令人愉快的pleasant | 39.27 | 42.28 | 35.47 |
4 | 令人放松的relaxing | 5.67 | 6.56 | 7.5 |
5 | 使人不愉快的unpleasant | 3 | 0 | 1.54 |
6 | 使人痛苦悲伤的distressing | 1.37 | 0 | 1.36 |
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