基于語義網(wǎng)絡(luò)分析的高速公路開放式服務(wù)區(qū) 游客行為模式研究

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摘要：本研究以交旅融合發(fā)展的開放式服務(wù)區(qū)為研究對象，運用ROST CM6軟件，基于語義網(wǎng)絡(luò)分析方法，以大眾點評的評論內(nèi)容為基礎(chǔ)，從“食、游、娛、購”四方面研究游客行為模式。研究顯示當(dāng)前游客在開放式服務(wù)區(qū)的行為模式仍側(cè)重于觀光、休息和就餐，與開放式服務(wù)區(qū)景區(qū)化、商圈化相適應(yīng)的游客行為模式有待培育。

關(guān)鍵詞：交通運輸；游客行為模式；語義網(wǎng)絡(luò)分析；開放式服務(wù)區(qū)；交旅融合；ROST CM6；商業(yè)業(yè)態(tài)

中圖分類號：U491.8                                文獻標(biāo)識碼：A                                   文章編號：1673-6478（2023）04-0086-04

Research on Tourist Behavior Patterns in Open Highway Service Area Based on Semantic Network Analysis

WAN Xianjun MA Sheng CHEN Zhenghao YANG Liu

（1. Jiangxi Communications Investment Group Co.， Ltd.， Nanchang Jiangxi 330025， China; 2. Jiangxi Transportation Consulting Co.， Ltd.， Nanchang Jiangxi 330108， China; 3. CCCC Highway Consultants Co.， Ltd.， Beijing 100088， China; 4. CCCC Green and Low Carbon Development Research Center， Beijing 100088， China）

Abstract： This study takes the open service area with integrated development of transportation and tourism as the research object. Researchers use ROST CM6 software based on the semantic network analysis method and study the behavior patterns of tourists from four aspects： food， travel， entertainment and shopping based on the review content of public reviews. The study shows that the current behavior patterns of tourists in open service area are still focused on sightseeing， resting and dining. And the behavior patterns of tourists corresponding to the scenic and commercialization of open service areas need to be cultivated.

Key words： transportation; tourist behavior patterns; semantic network analysis; open service area; transportation and tourism integration; ROST CM6; commercial business

0 引言

在交旅融合的時代背景下，開放式服務(wù)區(qū)有利于擴展服務(wù)區(qū)的服務(wù)對象和服務(wù)覆蓋范圍，提高服務(wù)區(qū)使用率，支持地方經(jīng)濟發(fā)展，實現(xiàn)服務(wù)區(qū)經(jīng)營與地方經(jīng)濟發(fā)展共贏，因此在高速公路建設(shè)中日益受到重視，涌現(xiàn)出了一批實踐案例。（剩余5295字）