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喀什作为古丝绸之路重镇,其旅游形象研究对边疆民族地区文旅融合具有重要价值。基于旅游凝视理论,运用ROSTCM对比分析微博896条官方文本与携程、马蜂窝2596条游客评论及小红书2953条帖子的高频词、情感及语义网络。研究发现:投射形象以“文化”“丝路”“胡杨”等宏观符号为主,积极情绪占76.13%,语义网络呈单中心放射状;感知形象中OTA(在线旅行社)平台突出“值得”“性价比”,消极情绪最高(12.12%),语义网络为双中心结构,小红书平台以“拍照”“机位”等攻略词为主,中性情绪近半,语义网络呈多中心去中心化特征。二者在文化认同上产生共鸣,但在话语视角与价值取向上明显错位,验证了投射与感知形象双向互构但存在偏差的命题。

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