【摘要】 互联网时代传统口碑逐步演变为网络口碑,对旅游景区网络口碑进行综合评价显得尤为必要。以全国十大山岳型旅游景区为研究对象,围绕旅游要素构建4个维度32个网络口碑搜索关键词,采用层次分析法对关键词赋权,运用网络爬虫技术搜取2017年11月—2018年10月各景区正、负面网络舆情信息,将信息数量标准化,进而计算各景区网络口碑指数、网络关注指数,绘制矩阵分析图。结果显示:网络舆情数量与游客出行活动量之间高度相关,正面舆情数量与负面舆情数量相关性较强,相关系数为0.839;以风景著称的景区较以宗教文化著称的景区网络关注度更高。更多还原

【Abstract】 In the Internet era, traditional public praise has been gradually replaced by the Internet word of mouth, and it is necessary to make a comprehensive evaluation of the Internet word of mouth of tourist attractions. This paper takes China’s top ten mountainous tourist attractions as the study object, and sets 32 words of 4 dimensions as the search keywords of Internet word of mouth according to tourist elements. By adopting the analytic hierarchy process to define the weight of the keywords and using the web crawler technology to search the positive and negative Internet public opinion information of each tourist attraction from November 2017 to October 2018, this paper standardizes the information quantity, calculates the indexes of Internet word of mouth and Internet focus, and draws the matrix analysis diagram. The results show that: the number of Internet public opinion is highly correlated with the amount of tourists’ travel activities; the number of positive Internet public opinion is strongly correlated with that of negative opinion, and the correlation coefficient is 0.839; scenic attractions get more Internet focus than religious attractions.更多还原