本文以游客在当当网上对成都大熊猫繁育研究基地发表的景点评价为样本,利用文本分析软件和内容分析法进行文本内容分析,建立分析类目,并做了信度分析。从游客个体因素以及旅游景点两个角度,分析总结出中外游客对于该景点形象的消极感知因素研究,并针对景点营销管理提出改进意见。 In this paper, tourists on the Dangdang Chengdu Giant Panda Breeding Research Base published evaluation of the attractions as a sample, the use of text analysis software and content analysis of text content analysis, the establishment of analysis categories, and made a reliability analysis. From the individual factors of tourists and tourist attractions, this paper analyzes the negative perceptions of Chinese and foreign tourists for the image of the spots and puts forward suggestions for the improvement of attractions marketing management.