| 2022年冬奥会对张家口城市旅游地形象的影响研究——基于UGC文本分析 |
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| 引用本文： | 徐琳琳,周彬,虞虎,张鹏飞.2022年冬奥会对张家口城市旅游地形象的影响研究——基于UGC文本分析[J].地理研究,2023,42(2):422-439. |
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| 作者姓名： | 徐琳琳 周彬 虞虎 张鹏飞 |
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| 作者单位： | 1.中国科学院地理科学与资源研究所 中国科学院区域可持续发展分析与模拟重点实验室，北京 1001012.中国科学院大学资源与环境学院，北京 1000493.宁波大学旅游系，宁波 3152114.燕山大学经济管理学院，秦皇岛 066004 |
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| 基金项目： | 国家自然科学基金项目(41701164) |
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| 摘 要： | 重大节事活动对旅游地形象的影响具有时序动态特征，分析其内在机理有利于促进目的地营销和竞争力提升。本文采用Python数据挖掘技术和自然语言处理技术（NLP），爬取国内知名旅游门户网站的旅游评论，从“认知-情感-整体”3个维度构建分析框架，探究2022年冬奥会申办期、筹备期、预热举办期的张家口城市旅游地形象的时序变化特征，解析特殊时期冬奥会对城市旅游地形象的潜在影响和作用机制。结果表明：(1)张家口市的城市旅游地形象构成要素日趋多元化，冬奥会的作用效果由弱变强。张家口市的冰雪旅游形象关键度不断提升，经历了由模糊向具象转变的细化过程，情感形象产生积极变化；(2)冬奥会对张家口城市旅游地形象产生了渐进式影响效应，通过旅游体验的建构作用、投射形象的引致作用和品牌感知的晕轮作用发挥效果。冬奥会推动张家口市的产品业态创新、基础设施升级及服务水平提升，通过改善游客体验对城市旅游地形象产生积极影响。研究结果对东道主城市的旅游营销和规划具有一定指导意义。
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| 关 键 词： | 旅游地形象 冬奥会 城市旅游 用户生成内容(UGC) 张家口 |
| 收稿时间： | 2022-07-04 |
Research on the influence of 2022 Winter Olympic Games on the tourism destination image of Zhangjiakou: Based on UGC text analysis |
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| XU Linlin,ZHOU Bin,YU Hu,ZHANG Pengfei.Research on the influence of 2022 Winter Olympic Games on the tourism destination image of Zhangjiakou: Based on UGC text analysis[J].Geographical Research,2023,42(2):422-439. |
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| Authors: | XU Linlin ZHOU Bin YU Hu ZHANG Pengfei |
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| Institution: | 1. Institute of Geographic Sciences and Natural Resources Research, Key Laboratory of Regional Sustainable Development Modeling, CAS, Beijing 100101, China2. College of Resources and Environment, University of Chinese Academy of Sciences, Beijing 100049, China3. Department of Tourism, Ningbo University, Ningbo 315211, Zhejiang, China4. School of Economic and Management, Yanshan University, Qinhuangdao 066004, Hebei, China |
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| Abstract: | The impact of mega-events on the tourism destinations image (TDI) has a time-series dynamic feature, and the analysis of the inner mechanism is conducive to promoting destination marketing and competitiveness. This paper adopted Python data mining technology and natural language processing technology (NLP) to crawl the travel reviews of well-known domestic travel websites and established a dataset based on long time series and large sample data. The analysis framework is constructed from the “cognitive-emotional-overall” dimensions to explore the temporal change of Zhangjiakou's TDI during the bidding period, preparation period and warm-up period of the 2022 Winter Olympic Games. In this way, the potential impact and mechanism of the Winter Olympics on the TDI in a special period and in a specific way can be analyzed. The results show that: (1) The composition elements of Zhangjiakou's TDI are becoming increasingly diversified and the effect of the Winter Olympics is becoming more and more significant. The key degree of ice and snow tourism image under the influence of the Winter Olympics is increasing, and it has experienced the refinement process of changing from vague to concrete image. Positive emotions are becoming more prevalent. (2) The Winter Olympic Games have a progressive influence on the TDI of Zhangjiakou City, which exerts its effect through the construction of tourism experience, the projection of image and the halo effect of brand perception. The Winter Olympics promote product innovation, infrastructure upgrade and service level improvement in Zhangjiakou, which will have a positive impact on the TDI by improving the visitor experience. This paper explores the dynamic impact path of the Games on the changing image of city tourism, which is a guide for host cities to change the TDI through festivals and post-event marketing. |
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| Keywords: | tourism destination image (TDI) Olympic Winter Games urban tourism user-generated content (UGC) Zhangjiakou |
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