Abstract: 62 travel notes with the theme of “Wulingyuan Scenic Area” from some tour website, such as Ctrip, are studied. Using ROST Content Mining software, word frequency, sematic web and emotion are analyzed. Results show that tourists perception of overall image is that a natural landscape destination is filled with the features of mountains and streams; the main activity of tourists is sightseeing on foot or by cable; their perception for entertainment is not strong enough; the text semantic network basically presents the circle structure of “coresubcoreperiphery”; positive emotions occupy the main position of the image of emotion. Finally, some relevant suggestions are put forward to provide the basis for the improvement of the image of Wulingyuan scenic area.

Key words: tourism image, perception, content analysis, web text, Wulingyuan scenic area

摘要： 采集携程等旅游网站上以“武陵源景区”为主题的62篇游记，运用ROST Content Mining软件，对内容分析法中的词频、高频词语义网络和情感进行分析。结果显示，游客对武陵源整体意象感知是以“石峰溪流”为主的自然景观类旅游地，旅游活动的主要形式为徒步或索道观光，对餐饮、娱乐等感知不够强烈；文本语义网络基本呈现核心—次核心—外围的圈层结构；情感形象成分以积极情感为主。并为武陵源景区意象的完善和提升提出建议。

关键词: 旅游意象, 感知, 内容分析, 网络文本, 武陵源景区