网络评论是游客潜意识里对目的地的消费偏好、旅游需求等内在感知的外部投射,对研究旅游行为及旅游偏好具有重要意义。本文以新疆著名的火焰山景区为例,通过对该景区的网络评论进行实证分析,挖掘旅游感知实质及游客行为特征和偏好。结果表明:游客对火焰山景区总体感知较好,提及最多的词汇是“温度”和“西游记”;游客满意度与旅游目的地吸引要素有直接关系。最后对景区从开发旅游项目、细化景区管理、优化交通条件和创新营销模式四个方面提出了建议。

Network commentary is the external projection of the tourists' subconscious to the consumption preference and tourism demand, which is of great significance to the study of tourism behavior and tourism decision-making.The paper chooses the Mountain of Flames scenic spot in Xinjiang as a case, through the empirical analysis of the network commentary of the scenic spot, excavates the tourism perception essence, the tourist behavior characteristics and the preference.The results show that:from the tourist point of view, the tourists have a good sense of mountain, the most mentioned words of tourists are“temperature”and“Journey to the Westward”; from the destination point of view, the satisfaction of tourists is directly related to the attraction factor of destination.It is suggested that scenic spots should be upgraded from four aspects, such as developing tourism items, refining scenic spot management, optimizing traffic conditions and innovating marketing mode.