基于语义网络分析的高速公路开放式服务区 游客行为模式研究

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摘要：本研究以交旅融合发展的开放式服务区为研究对象，运用ROST CM6软件，基于语义网络分析方法，以大众点评的评论内容为基础，从“食、游、娱、购”四方面研究游客行为模式。研究显示当前游客在开放式服务区的行为模式仍侧重于观光、休息和就餐，与开放式服务区景区化、商圈化相适应的游客行为模式有待培育。

关键词：交通运输；游客行为模式；语义网络分析；开放式服务区；交旅融合；ROST CM6；商业业态

中图分类号：U491.8                                文献标识码：A                                   文章编号：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

在交旅融合的时代背景下，开放式服务区有利于扩展服务区的服务对象和服务覆盖范围，提高服务区使用率，支持地方经济发展，实现服务区经营与地方经济发展共赢，因此在高速公路建设中日益受到重视，涌现出了一批实践案例。（剩余5295字）