CAJ | 학술논문

以中国著名乡村旅游地成都农家乐“五朵金花”为案例,选择新浪旅游博客为数据源,结合内容分析与共现网络方法,研究了“五朵金花”的旅游地形象认知特征.结果表明：（1）内容分析与特征词共现网络方法的结合能较好地解析旅游者对“五朵金花”乡村旅游集群形象认知的精细结构.（2）“五朵金花”总体形象是以类型丰富的主题花卉为媒介,以休闲体验式自然田园风光和乡村农家意境为载体,集地方美食、传统风俗和文化艺术为一体的近郊游憩度假型旅游集群.（3）形象描述、吸引物名称标识和相关地名等词汇的出现频次及共现关系网络表明,5个独立吸引物的旅游形象呈现层次性和个性化特征;“荷塘月色”在“五朵金花”整体形象的构建中处于核心地位,具有主导作用,“幸福梅林”“东篱菊园”“江家菜地”处于第二层面,“花乡农居”的认知度最低.（4）地名“成都”对“五朵金花”旅游集群品牌形象的塑造与传播具有重要影响,“三圣乡”则是凝练旅游形象的直接空间载体,5个独立吸引物名称标识的内涵和文化意义也是形象塑造和传播的基础推动力.旅游者自发上传的游记对旅游形象塑造和传播具有重要影响,采用不同类型特征词群开展旅游地形象的精细研究,为信息时代的旅游地理学提供了新的视角和方法,对乡村旅游地管理、规划和推广有一定的参考意义.
이중국저명향촌여유지성도농가악“오타금화”위안례,선택신랑여유박객위수거원,결합내용분석여공현망락방법,연구료“오타금화”적여유지형상인지특정.결과표명：（1）내용분석여특정사공현망락방법적결합능교호지해석여유자대“오타금화”향촌여유집군형상인지적정세결구.（2）“오타금화”총체형상시이류형봉부적주제화훼위매개,이휴한체험식자연전완풍광화향촌농가의경위재체,집지방미식、전통풍속화문화예술위일체적근교유게도가형여유집군.（3）형상묘술、흡인물명칭표식화상관지명등사회적출현빈차급공현관계망락표명,5개독립흡인물적여유형상정현층차성화개성화특정;“하당월색”재“오타금화”정체형상적구건중처우핵심지위,구유주도작용,“행복매림”“동리국완”“강가채지”처우제이층면,“화향농거”적인지도최저.（4）지명“성도”대“오타금화”여유집군품패형상적소조여전파구유중요영향,“삼골향”칙시응련여유형상적직접공간재체,5개독립흡인물명칭표식적내함화문화의의야시형상소조화전파적기출추동력.여유자자발상전적유기대여유형상소조화전파구유중요영향,채용불동류형특정사군개전여유지형상적정세연구,위신식시대적여유지이학제공료신적시각화방법,대향촌여유지관리、규화화추엄유일정적삼고의의.
This study explores the construction of destination image through data mining of travel notes on Sina Blog, one of the most popular online communities in China.“Five Golden Flowers”,a famous rural tourism destination of China, was selected as the study area.Free text data mining is different from other data collection methods, such as questionnaires that use predetermined tourism image attributes; rather, it is a method that provides a comprehensive understanding and image of any message （i.e., freely written travel notes by blog authors in this research） . Content analysis and co-occurrence network methods were used to analyze the data to identify the image characters for a group of destinations. It was found that 1） Based on the featured word frequencies, content analysis and word co- occurrence networks are considered two good text-mining methods for destination image research; 2） The destination image for “Five Golden Flowers” is identified as “a suburb recreation and resort, characterized by local cuisine, traditional customs, culture and countryside scenery and rural village life”; 3）There are significant differences among the five specific destination images of “Five Golden Flowers”, for example, “Lotus Pond in Moonlight” occupies a dominant position in tourists＇ image perception, whereas “Happy Plum Trees”, “Picking Chrysanthemum at the Eastern Fence”, and “Vegetable Garden in Jiang＇ s home village” occupy a medial position in tourists＇ image perception, while “Farmers＇ Yards with Flowers Scent” is in the least attractive position and co-occurs fewer times with other key words; 4）Intourists＇ recognition of toponyms, “Chengdu” and “Sansheng Town” have remarkable significance. Chengdu promotes the image of “Five Golden Flowers” to seek international recognition, and Sansheng Town is the spatial carrier for this image; and 5）Tourism attraction names, with graceful cultural or literary meaning, are basic driving forces for destination image construction and promotion,while destination identification words used for classifying and ranking, （“Agritaiument” is an exception）, have little effect on destination image construction because of their low degree of recognition. The toponyms of “Jinjiang District” and five independent attractions also appear to have little effect on image construction. Freely written travel notes have great influences on tourists＇ recognition of rural tourism destinations, and the relevant toponyms with its spatial characteristics also play critical roles in destination image building and shaping. This paper provides a new perspective for tourism geography research in the information age. The results provide a reference for rural tourism destination management, destination planning and e-Commerce promotion.However, it should also be pointed out that travel note authors cannot represent all travelers because they are mostly young people with more interest and experience in using social media, while older people rarely write Blogs on computers or smartphones. Follow-up studies therefore should develop integration methods for multisource data analysis.