CAJ | 학술논문

采用文本挖掘法分析蚂蜂窝中关于丝绸之路（中国段）的440篇游记，研究表明：游客所选择的游线集中于西安至敦煌段，尤为关注敦煌，游踪集中于甘肃和青海境内，而洛阳至西安及敦煌至新疆段受关注程度略低；游客对丝绸之路旅游资源认知形象较为综合，既有洞窟壁画、遗址遗迹等人文景观，又涵盖大漠孤烟、长河落日等自然景观，情感倾向积极且一致；当地生活体验成为旅游活动的重要组成，司机具有重要的导游作用。由于丝绸之路沿线各区旅游业发展条件和态势不均，应分别采取不同的形象建设策略；丝绸之路主题形象塑造要遵循“和而不同”的理念；各地政府应加强公共文化空间和公共文化设施建设，并加强对旅游汽车司机的引导、监管和培训。
채용문본알굴법분석마봉와중관우사주지로（중국단）적440편유기，연구표명：유객소선택적유선집중우서안지돈황단，우위관주돈황，유종집중우감숙화청해경내，이락양지서안급돈황지신강단수관주정도략저；유객대사주지로여유자원인지형상교위종합，기유동굴벽화、유지유적등인문경관，우함개대막고연、장하락일등자연경관，정감경향적겁차일치；당지생활체험성위여유활동적중요조성，사궤구유중요적도유작용。유우사주지로연선각구여유업발전조건화태세불균，응분별채취불동적형상건설책략；사주지로주제형상소조요준순“화이불동”적이념；각지정부응가강공공문화공간화공공문화설시건설，병가강대여유기차사궤적인도、감관화배훈。
440 travel notes on Silk Road ( China section) are analyzed by Text Mining Method, and the research shows that the tour routes chosen by the tourists are mainly the route from Xian to Dunhuang, especially focus on Dunhuang, the tour traces are chiefly centralized in Gansu and Qinghai, but the routes from Luoyang to Xian and from Dunhuang to Xinjiang are less focused, however, the cognitive images of the tourism resources of the tourists on the Silk Road are relatively comprehensive, including both the humanities landscape as the grottos, the murals or the sites and relics, and the natural landscape as the desert, the Yellow River or the setting sun, therefore, the impression opinions tend to be positive and consistent. Local life experience becomes an important tourism activity, and the drivers play an important guiding role. Because the development condition and pattern of the regional tourism along the Silk Road are not uniform, Chinese Government should use different image construction strategies, the theme image construction along the Silk Road should follow the idea of “harmony and difference”, and the governments along the Silk Road should consolidate the construction of public culture space and public culture facilities while enhancing the guidance, supervision and training of the bus drivers for the route.