河北旅游职业学院学报

山东红色文化底蕴深厚，革命文物资源丰富，其红色旅游景点具有一定代表性。游客通过红色文化体验、学习培训活动、解说服务和自然景观体验等实践活动，获得对红色历史文化的认知、情感的联结和价值观的塑造。本文以山东临沂市为例，基于旅游网站中红色旅游目的地的在线评论，建立语料库进行内容分析，对山东红色旅游目的地形象感知与情感评价进行研究。研究发现，游客对红色景区的形象感知倾向于积极方面。优良的自然历史景观和传承的红色文化精神是积极情绪产生的主要原因。体验浅层化、文化传播效能不足等是导致游览者产生负面情绪的主要因素。在此基础上，为红色旅游高质量发展和红色文化传播提出建议。

Shandong is rich in red culture and revolutionary cultural relics,and its red tourist attractions are representative to a certain extent.Through practical activities such as red culture experiences,learning and training activities,interpretation services and natural landscape experiences,tourists can obtain the cognition of red history and culture,emotional connection and the shaping of values.By taking Linyi City in Shandong Province as an example,based on the online reviews of red tourism destinations in tourism websites,this study establishes a corpus for discourse analysis,and studies the image perception and emotional evaluation of red tourism destinations in Shandong Province.The study has found that tourists’ image perception of red scenic spots tends to be positive.The excellent natural and historical landscape and the inherited red cultural spirit are the main reasons for the positive emotions.Shallow experiences and insufficient cultural communication efficiency are the main factors that lead to negative emotions among tourists.Suggestions are put forward for the high-quality development of red tourism and the dissemination of red culture.