中文摘要：

评价一个城市旅游品牌的受众感知核心在于了解品牌自身所塑造的社会公众目标,即品牌的知晓度、美誉度以及忠诚度。借助于ROST文本挖掘软件,通过问卷调查的方法获取贵阳市城市旅游品牌的社会公众目标。研究结论显示,贵阳市城市旅游品牌传播与营销等方式较为传统,知晓度较低;品牌宣传与受众实际感知体验下的美誉度较高;知晓度与美誉度共同影响下的品牌忠诚度有待培育与提高。针对以上研究结论,提出了以＂营销城市＂的手法提升品牌知晓度、美誉度,培育品牌受众的＂忠诚度＂,以创意的手法打造贵阳文化创意园区和构建竞争力强的贵阳＂爽游＂产业链等贵阳市城市旅游品牌优化打造建议。

英文摘要：

The key to comment the audience＇s perception about the tourism brand of one city is to understand the public goals （public goals represent the witting rate, the reputation rate and the loyalty rate） which it is molded. The article gets the pubhc goals of the tourism brand of Guiyang by using the text mining of ROST and the questionnaire. The conclusion of the study shows that the witting rate is lower which resulted from the traditional spreading and marketing ways, that the reputation rate is higher after audience＇s comparison between the spreading ways and real experience, and that the loyalty rate which effected by the witting rate and the reputation rate needs to be cultivated and promoted. In the conclusions, the optimization＆building measures are proposed.