中文摘要：

以中国著名乡村旅游地成都农家乐“五朵金花”为案例,选择新浪旅游博客为数据源,结合内容分析与共现网络方法,研究了“五朵金花”的旅游地形象认知特征.结果表明：（1）内容分析与特征词共现网络方法的结合能较好地解析旅游者对“五朵金花”乡村旅游集群形象认知的精细结构.（2）“五朵金花”总体形象是以类型丰富的主题花卉为媒介,以休闲体验式自然田园风光和乡村农家意境为载体,集地方美食、传统风俗和文化艺术为一体的近郊游憩度假型旅游集群.（3）形象描述、吸引物名称标识和相关地名等词汇的出现频次及共现关系网络表明,5个独立吸引物的旅游形象呈现层次性和个性化特征;“荷塘月色”在“五朵金花”整体形象的构建中处于核心地位,具有主导作用,“幸福梅林”“东篱菊园”“江家菜地”处于第二层面,“花乡农居”的认知度最低.（4）地名“成都”对“五朵金花”旅游集群品牌形象的塑造与传播具有重要影响,“三圣乡”则是凝练旅游形象的直接空间载体,5个独立吸引物名称标识的内涵和文化意义也是形象塑造和传播的基础推动力.旅游者自发上传的游记对旅游形象塑造和传播具有重要影响,采用不同类型特征词群开展旅游地形象的精细研究,为信息时代的旅游地理学提供了新的视角和方法,对乡村旅游地管理、规划和推广有一定的参考意义.

英文摘要：

This study explores the construction of destination image through data mining of travel notes on Sina Blog, one of the most popular online communities in China.“Five Golden Flowers”,a famous rural tourism destination of China, was selected as the study area.Free text data mining is different from other data collection methods, such as questionnaires that use predetermined tourism image attributes; rather, it is a method that provides a comprehensive understanding and image of any message （i.e., freely written travel notes by blog authors in this research） . Content analysis and co-occurrence network methods were used to analyze the data to identify the image characters for a group of destinations. It was found that 1） Based on the featured word frequencies, content analysis and word co- occurrence networks are considered two good text-mining methods for destination image research; 2） The destination image for “Five Golden Flowers” is identified as “a suburb recreation and resort, characterized by local cuisine, traditional customs, culture and countryside scenery and rural village life”; 3）There are significant differences among the five specific destination images of “Five Golden Flowers”, for example, “Lotus Pond in Moonlight” occupies a dominant position in tourists＇ image perception, whereas “Happy Plum Trees”, “Picking Chrysanthemum at the Eastern Fence”, and “Vegetable Garden in Jiang＇ s home village” occupy a medial position in tourists＇ image perception, while “Farmers＇ Yards with Flowers Scent” is in the least attractive position and co-occurs fewer times with other key words; 4）Intourists＇ recognition of toponyms, “Chengdu” and “Sansheng Town” have remarkable significance. Chengdu promotes the image of “Five Golden Flowers” to seek international recognition, and Sansheng Town is the spatial carrier for this image; and 5）Tourism attraction names, with graceful cultural or literary meaning, are basic driving forces for destination ima