新闻与传播评论

网民对于旅游议题的情绪化表达在一定程度上反映了对城市的认知，积极、正向的情绪表达有利于城市形象的良性构建与传播，消极、负面的情绪表达则反之。以城市形象传播为视角，分析淄博、北海、长沙、哈尔滨四个不同类型旅游城市在网络社群引发的情绪感染现象，选取微博关于四个城市的旅游议题，抓取博文和跟评，进行语义网络分析和情感分析，总结微博旅游议题的情绪感染机制，包括：网民在城市文化空间的身体和精神“在场”激发情绪感知，具身情绪的表达、短视频的中介效应促进情绪的“模仿—反馈”,集体记忆的唤醒促进情绪的联想，算法技术和信息中心节点催生情绪的圈层共振。为更好地激发和引领网络情绪、助力城市形象传播，提出跨区域合作，创新情绪联动模式；主动构建情境，延伸仪式的“在场”方式；KOL和官方协同，推动圈群的积极情绪感染；基于“模仿—反馈”提供多元情绪价值；基于“感知—扩散”的负面情绪感染补救等对策思路。

The emotional expressions of netizens regarding tourism topics to some extent reflect their perception of cities.Positive and proactive emotional expressions facilitate the construction and dissemination of urban image, while negative and pessimistic ones have the opposite effect.From the perspective of urban image communication, this study analyzes the emotional contagion phenomena triggered by tourism-related topics in online communities across four distinct types of tourist cities: Zibo, Beihai, Changsha, and Harbin.By selecting tourism-related posts and comments from Weibo, we conduct semantic network analysis and sentiment analysis to summarize the emotional contagion mechanisms of tourism topics on Weibo, which include netizens' physical and mental “presence” in urban cultural spaces stimulating emotional perception, embodied emotional expression, the mediating effect of short videos promoting “imitation-feedback” emotions, collective memory awakening enhancing emotional associations, and algorithmic technology and information hub nodes fostering emotional resonance within social circles.To better stimulate and guide online emotions and support urban image communication, we propose cross-regional collaboration and innovative emotional linkage models; proactively construct situational contexts to extend ritualized “presence” methods; coordinate KOLs and official accounts to promote emotional contagion within communities; provide diversified emotional value based on “imitation-feedback”;and implement remedial measures for negative emotional contagion through “perception-diffusion”.