【作者】 艾妮排姆·努尔；

【导师】 李正欢；

【作者基本信息】 天津财经大学 ， 旅游管理（专业学位）， 2022， 硕士

【摘要】 随着2015年7月31日北京联合张家口申办2022年冬奥会成功,我国旅游业迎来了重要的发展契机。自申办成功以来,作为2022年冬奥会主办城市之一的张家口受到越来越多国内外游客的关注。而游客作为旅游活动及服务的体验者,其网络游记包含着对旅游目的地的真实感受,此巨量信息可用于分析旅游目的地的感知形象,因此,利用网络文本挖掘技术分析游客的网络游记,比较研究重大事件对旅游目的地感知形象的影响具有重要意义。本文通过查阅政府官方数据及国内外文献资料,从张家口旅游业概况及其冰雪旅游发展现状两个方面对研究对象进行分析,并利用爬虫软件——网络神采工具,爬取了携程网和蚂蜂窝网两个知名旅游网站上关于张家口2002-2020年间的游记,共爬取游记1521条,删除无效游记,最终选取1496条,以2015年7月31日成功申奥作为时间节点,运用关键词提取、共现分析、主题聚类、语义网分析等文本挖掘方法,比较分析冬奥会申办成功前后张家口旅游目的地感知形象的变化,并利用滑雪相关关键词的共现网络对冰雪旅游主题进行分析,探究张家口冰雪旅游的变化,进而从大事件对小地方的影响效应,总结分析冬奥会与张家口的耦合效应及冬奥会对张家口的整合效应,为“后奥运时代”的张家口如何提升旅游目的地形象给出对策建议,以期为其他“小地方”成功申办“大事件”提供参考。研究结果表明:申奥成功前后,游客对张家口旅游目的地形象的感知主题存在差异性,申奥成功前,游客目的地形象感知主题主要体现在草原旅游、历史人文资源旅游、旅游体验与行程安排等三个方面;申奥成功后,游客目的地形象感知增加了一个“冰雪旅游”主题。说明申奥后张家口冰雪旅游形象得以明显凸显。本研究从事件申办前后视角,通过对游客感知进行对比分析,来测度重大事件对张家口旅游目的地形象的影响,取得了一些有意义的结论。研究在实践上,了解重大事件对举办地旅游形象的影响,以便事件举办地更好地挖掘和利用重大事件的旅游资源,以促进举办地旅游的可持续性发展,并为其他“小地方”举办类似重大事件提供理论指导和实践参考。更多还原

【Abstract】 With the successful bid of Beijing and Zhangjiakou to host the 2022 Winter Olympics on July 31,2015,my country’s tourism industry has ushered in an important opportunity for development.Since the successful bid,Zhangjiakou,one of the host cities of the 2022 Winter Olympics,has attracted more and more attention from domestic and foreign tourists.As the experiencers of tourism activities and services,tourists’ online travel notes contain the real feelings of the tourism destination.This huge amount of information can be used to analyze the perceived image of the tourism destination.Therefore,using the network text mining technology,from the perspective of tourists’ perception is of great significance to compare and analyze the impact of major events on the perceived image of tourist destinations.By consulting official government data and domestic and foreign literature,this paper analyzes the research objects from the two aspects of Zhangjiakou’s tourism industry and its ice and snow tourism development status.Two well-known travel websites on the Internet about Zhangjiakou’s travel notes from 2002 to 2020,a total of 1521 travel notes were crawled,invalid travel notes were deleted,and 1496 travel notes were finally selected,taking the successful bid for the Olympic Games on July 31,2015 as the time node,using keywords to extract,Co-occurrence analysis,topic clustering,semantic web analysis and other text mining methods are used to compare and analyze the changes in the perceived image of Zhangjiakou tourist destination before and after the successful bid for the Winter Olympics,and use the co-occurrence network of ski-related keywords to analyze ice and snow tourism themes.Explore the changes of Zhangjiakou ice and snow tourism,and then from the impact of major events on small places,summarize and analyze the coupling effect of the Winter Olympics and Zhangjiakou and the integration effect of the Winter Olympics on Zhangjiakou,and how to improve the tourism purpose of Zhangjiakou in the "post-Olympic era".The image of the land gives countermeasures and suggestions,in order to provide reference for other "small places" to successfully bid for "big events".The research results show that before and after the successful bid for the Olympic Games,there are differences in tourists’ perception of the image of Zhangjiakou’s tourism destination.One aspect after the successful bid for the Olympic Games,a theme of "ice and snow tourism" has been added to the image perception of tourists’ destination.This shows that the image of Zhangjiakou’s ice and snow tourism has been clearly highlighted after the Olympic bid.This study measures the impact of major events on the image of Zhangjiakou as a tourist destination by comparing and analyzing tourists’ perceptions from the perspective of before and after the event bid,and has obtained some meaningful conclusions.In practice,to understand the impact of major events on the tourism image of the host place,so that the event host can better tap and utilize the tourism resources of major events,so as to promote the sustainable development of tourism in the host place,and provide other "small places" who hold similar major events to provide theoretical guidance and practical reference.更多还原