旅游形象研究中问卷调查和网络文本数据的对比——以西安旅游形象感知研究为例

旅游目的地形象测量的主要途径为问卷调查,随着互联网的普及,越来越多的研究者也开始通过在线评论等网络数据来研究旅游目的地形象,然而对于这两种数据之间的相互关系以及其应用于研究的可靠性还是鲜有涉及。本文以西安为例,通过问卷调查和网络评论两种途径获取游客对西安旅游形象的感知数据,并通过数据分析、内容挖掘软件和文本分析等方法,从旅游目的地形象感知因子、整体形象感知、代表性景点三方面对两组数据进行对比分析。研究发现：（1）在西安旅游形象感知的研究中,对调查问卷和网络文本获取的数据进行分析的结果呈现出相对一致性;（2）问卷中非结构化部分的内容和网络文本中提取的内容呈现出高度一致性;（3）与问卷调查数据相比,网络文本数据几乎不涉及游客对旅游＂社会形象＂的感知。

A Comparative Study on the Data of a Questionnaire and Web Texts in Tourism Image Researches: A Case Study of Xi'an's Tourism Image Perception

The current major measuring approach of tourism destination image is questionnaire survey. With the popularity of Internet, more and more scholars begin to study tourism destination image through analyzing web texts. However, few studies are done on the relationship and application of these sorts of data. Taking Xi＇ an as a case in point, the authors collected data on tourist perceptions of the tourism image of Xi＇ an through 1838 valid questionnaires and 257 web comments. It compared and analyzed the two sets of data from three aspects： image perception factor, the overall image perception and representative scenic spots by using SPPS 17. 0 data analysis software, ROST Content Mining, Content Mining software and Content analysis method. The results show that： （1） questionnaire data and web text data in the research of Xi＇ an tourism image perception presents relative consistency; （2） the content extracted from the unstructured part of questionnaire and web texts reflects high degree of consistency ; （ 3 ） compared with the data of questionnaire, web text data hardly ever refers to tourists＇ perception of tourism ＂social image＂.