CAJ | 학술논문

通过网络文本收集游客对于旅游目的地形象的评价和感受，并运用数据挖掘手段，得到游客感知目的地形象属性与特征，已成为旅游形象研究的重要途径。以武当山为例，采集官方网站及微博和游客游记作为样本，使用ROST Content Mining软件尝试对道教名山的旅游投射形象与旅游者感知形象进行分析，提取两个样本的高频特征词，了解投射形象与旅游者感知形象的内容和主题，分析两种形象的差异所在，为武当山旅游形象完善与提升提供依据，完善以网络文本为数据来源的旅游形象研究方法。
통과망락문본수집유객대우여유목적지형상적평개화감수，병운용수거알굴수단，득도유객감지목적지형상속성여특정，이성위여유형상연구적중요도경。이무당산위례，채집관방망참급미박화유객유기작위양본，사용ROST Content Mining연건상시대도교명산적여유투사형상여여유자감지형상진행분석，제취량개양본적고빈특정사，료해투사형상여여유자감지형상적내용화주제，분석량충형상적차이소재，위무당산여유형상완선여제승제공의거，완선이망락문본위수거래원적여유형상연구방법。
Collecting tourist’ comment on tourist destinations from network by data mining method for the evaluation of tourism im?age has become an important way in the research of tourism image. Two samples of Wudang Mountains collected from official web?site, micro blog and tourists’ travel are cited as an example to analyze the difference of its projection image and tourists’ perception image of Taoist'sacred mountain with the help of ROST Content Mining software by extracting the frequent key words used to describe the destination, and then a comparison is made between the content and theme of projection image and tourists’ perception image so as to underlie the perfecting and upgrading of tourism image of Wudang Mountains and to perfect research method of tourism image based on data from collected network text.