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数据分析与知识发现  2022, Vol. 6 Issue (6): 115-127     https://doi.org/10.11925/infotech.2096-3467.2021.1194
  研究论文 本期目录 | 过刊浏览 | 高级检索 |
基于文本成分距离的节事“官方投射形象-观众感知形象”比较研究*
耿爽1,2,何钰琴1,2,许欣3,牛奔1,2()
1深圳大学管理学院 深圳 518055
2深圳大学大湾区国际创新学院 深圳 518055
3华南理工大学旅游管理系 广州 510006
Comparing Official Projected and Public Perceived Images of Festival Events with Textual Compositional Distance
Geng Shuang1,2,He Yuqin1,2,Xu Xin3,Niu Ben1,2()
1College of Management, Shenzhen University, Shenzhen 518055, China
2Greater Bay Area International Institute for Innovation, Shenzhen University, Shenzhen 518055, China
3Department of Tourism Management, South China University of Technology, Guangzhou 510006, China
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摘要 

【目的】 探究节事活动官方宣传的投射形象与观众分享内容的感知形象在不同形象维度上的差异与一致性。【方法】 通过爬虫收集官方宣传数据与观众相关评论数据,采用扎根理论构建节事形象概念模型,通过文本成分距离计算分析各维度要素上的形象距离,量化分析节事观众感知形象和官方投射形象之间的差异,最后收集问卷数据对节事概念模型与文本成分距离分析结果进行多元数据的验证。【结果】 节事形象包含节事、社会、场所三个维度和19个范畴,场所维度上“感知-投射”形象差异最大(4.349),社会维度上“感知-投射”形象差异最小(3.251)。【局限】 以草莓音乐节为研究案例,数据量相对有限,未来考虑补充其他节事活动数据进行拓展。【结论】 本研究为追踪和分析官方投射形象与观众感知形象的差距提供了有效的数据驱动的分析路径。

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耿爽
何钰琴
许欣
牛奔
关键词 感知形象投射形象扎根理论文本成分距离    
Abstract

[Objective] This study investigates the similarities and differences between the projected image by official marketing activities and the perceived image by user generated contents. [Methods] First, we retrieved marketing data of festival events and related user generated contents with a web crawler. Then, we used the grounded theory to construct the model for festival event images. Third, we utilized compositional distance analysis to examine the distance between the projected and perceived images. Finally, we collected quantitative data to evaluate the proposed model and the compositional distance analysis results. [Results] We found that festival images had three dimensions of event, social, and location. Compositional distance of the location dimension is the largest, while the social dimension is the smallest. [Limitations] We only collected data from the Strawberry Music Festival. More research is needed to examine the proposed model with other festival events. [Conclusions] This research provides an effective data-driven method for tracking and analyzing official marketing strategies, i.e. the difference between the projected and the perceived images.

Key wordsPerceived Image    Projected Image    Grounded Theory    Textual Compositional Distance
收稿日期: 2021-10-19      出版日期: 2022-01-25
ZTFLH:  F592  
  TP391  
基金资助:*国家自然科学基金项目(71901150);国家自然科学基金项目(71901143);广东省基础与应用基础研究基金项目(2022A1515012077)
通讯作者: 牛奔, ORCID:0000-0001-5822-8743     E-mail: drniuben@gmail.com
引用本文:   
耿爽, 何钰琴, 许欣, 牛奔. 基于文本成分距离的节事“官方投射形象-观众感知形象”比较研究*[J]. 数据分析与知识发现, 2022, 6(6): 115-127.
Geng Shuang, He Yuqin, Xu Xin, Niu Ben. Comparing Official Projected and Public Perceived Images of Festival Events with Textual Compositional Distance. Data Analysis and Knowledge Discovery, 2022, 6(6): 115-127.
链接本文:  
https://manu44.magtech.com.cn/Jwk_infotech_wk3/CN/10.11925/infotech.2096-3467.2021.1194      或      https://manu44.magtech.com.cn/Jwk_infotech_wk3/CN/Y2022/V6/I6/115
主范畴 初始范畴 涵义
节事维度 舞台效果 舞台布置设计所产生的感知效果
配套活动 除主体的表演活动外其他附属活动
节事综合评价 参与者对于活动的整体评价
节事气氛 参与者和环境的活跃程度
节事管理 保障活动顺利举行的管理与服务
节事属性 节事活动的本质特征
节事时空性 节事活动举办的时间和地点
演出阵容 活动的演出者
节事内涵 节事活动的品牌理念和个性特征
表演活动 音乐节的核心主体内容
社会维度 体验 参与者亲身经历后的经验和感受
收获发展 参与者参加活动后的收获
身体感知 参与者在生理上的反应
人际交往 参与者与他人之间的互动
情感联想 参与者对活动的情感体验和响应
场所维度 基础设施 节事活动举办地的基础设施情况
举办地属性 节事活动所在举办场地的类型
环境 节事活动所处的自然和人文环境
天气状况 节事活动举办当天当地的天气情况
Table 1  主轴编码
Fig.1  节事形象的概念模型
范畴 关键词 观众 官方
词频 占比/% 词频 占比/%
基础设施 前排 64 4.755 0 0.000
场地 45 3.343 10 5.236
沙发 26 1.932 0 0.000
酒店 22 1.634 0 0.000
草地 20 1.486 0 0.000
餐饮 18 1.337 15 7.853
公路 16 1.189 0 0.000
交通方便 16 1.189 0 0.000
停车场 16 1.189 0 0.000
休息区 15 1.114 0 0.000
分区 0 0.000 13 6.806
装置 0 0.000 13 6.806
帐篷 0 0.000 10 5.236
天气状况 天气 48 3.566 13 6.806
阳光 60 4.458 12 6.283
下雨 36 2.675 0 0.000
雨中 22 1.634 0 0.000
温暖 28 2.080 11 5.759
环境 沙滩 129 9.584 34 17.801
日落 25 1.857 26 13.613
海风 24 1.783 0 0.000
星星 24 1.783 11 5.759
落日 19 1.412 0 0.000
海滩 18 1.337 14 7.330
夕阳 17 1.263 0 0.000
岛屿 16 1.189 0 0.000
海浪 15 1.114 9 4.712
举办地属性 公园 237 17.608 0 0.000
会展中心 165 12.259 0 0.000
旅游区 95 7.058 0 0.000
广场 67 4.978 0 0.000
奥体中心 43 3.195 0 0.000
总计 1 346 100.000 191 100.000
Table 2  关键词词频及其占比
范畴 关键词示例 各范畴的词频占比/% 观众-官方平均
成分距离
观众 官方
节事属性 音乐节、大型活动、音乐盛宴 24.616 9.614 8.194
配套活动 拍照打卡、体验类活动 1.240 3.560 7.839
舞台效果 灯光舞美、高科技、视觉设计 4.197 8.095 6.735
节事气氛 狂欢、震撼、感染力、热闹 3.474 3.711 4.671
节事综合评价 赞、完美、圆满、遗憾、高质量 3.784 2.914 4.502
节事管理 疫情防控、服务站、安保 1.240 1.345 4.261
节事时空性 现场、西安、夏天、一年一度 33.295 14.695 4.212
节事内涵 年轻、人生、自由、个性、勇敢 10.125 26.700 3.453
演出阵容 独立音乐人、唱作歌手、乐团 11.753 10.685 2.389
表演活动 摇滚、唱歌、民谣、合作舞台 6.277 18.680 1.924
Table 3  节事维度各范畴成分距离比较
范畴 关键词示例 各范畴的词频占比/% 观众-官方平均
成分距离
观众 官方
收获发展 感受魅力、实现愿望、释放压力 6.486 20.879 9.143
体验 第一次、享受、沉浸、体验感 25.942 28.297 2.333
身体感知 人多拥挤、酸痛、舒服、体力 2.907 1.236 2.105
人际交往 朋友、乐迷、陪伴、相见、相遇 13.227 20.330 1.959
情感联想 快乐、期待、热爱、感动、孤独 51.438 29.258 1.793
Table 4  社会维度各范畴成分距离比较
范畴 关键词示例 各范畴的词频占比/% 观众-官方平均
成分距离
观众 官方
举办地属性 公园、会展中心、广场、奥体中心 45.097 0.000 8.626
基础设施 公路、停车场、休息区、场地 19.168 31.937 6.513
环境 沙滩、落日、海风、岛屿、星星 21.322 49.215 2.053
天气状况 天气、阳光、下雨、温暖 14.413 18.848 1.436
Table 5  场所维度各范畴成分距离比较
维度 各维度的词频占比/% 观众-官方平均成分距离
观众 官方
节事维度 63.369 81.374 4.158
社会维度 25.616 14.755 3.251
场所维度 11.016 3.871 4.349
Table 6  各维度成分距离比较
Fig.2  不同维度下形象词汇频率比较
类别 选项 数量 比例/%
性别 93 43.056
123 56.944
年龄 18岁以下 3 1.389
18-25岁 77 35.648
26-30岁 72 33.333
31-40岁 52 24.074
40岁以上 12 5.556
职业 全日制学生 52 24.074
在职人员 164 75.926
是否参加过其他音乐节 196 90.741
20 9.259
Table 7  样本描述统计
检验要素 个案数 渐进显著性(双侧检验)
整体形象 35 0.764
节事维度 19 0.096
社会维度 9 0.931
场所维度 7 0.165
Table 8  非参数检验
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