中文摘要：

网络情境下旅游地意象感知研究是目前国内外研究的热点，国内研究需对内容分析方法体系进行完善，案例地也需要丰富。该文以中西部贫困山区古镇型旅游地凤凰古城为案例地，综合利用内容分析方法中词频分析、语义网络分析和情感分析等技术，分析了凤凰古城游客旅游地意象感知特征和意象结构。结果发现，游客对凤凰古城旅游地感知的整体意象是人文景观类旅游地，认知形象成分包括古城、民族文化、休闲娱乐、美食购物4个主题；情感形象成分以积极情感为主，中性和消极成分比例小；意象高频词呈长尾分布特征，而游客文本语义网络呈现“核心一次核心一外围”三圈结构。最后提出旅游地意象管理的相关策略。

英文摘要：

Tourists＇ image perception of tourism destination on Web is a research hotspot, but in China mainland it is very necessary to perfect research method of content analysis and to carry out case study of different area. Taking the example of Fenghuang Ancient Town in middle China, based on network text, using the content analysis method of word frequency analy- sis, semantic web, emotional analysis technology, this paper presented analyzes tourists＇ perception characteristics of destination image of the town. Results show that tourists perception of overall image is that it is a cultural feature destination, which cou- ples with image promoted by local management organization. Cognitive component of destination image includes four subjects： ancient town, ethnic culture, leisure and entertainment, and food shopping. Positive emotion dominates in emotional components. Analysis of high frequency word shows that it has a long-tail distribution. Text semantic network with three ring structure of ＂ core-subcore-periphery＂ characterizes the whole configuration of tourist attractions.