Abstract: The Suzhou Classical Gardens have undergone transformation from private gardens to heritage tourist destinations, and are highly valued and protected by the World Heritage Organization. However, their spatial function, landscape atmosphere, and artistic concept were also affected. Visitors are the major consumers of heritage tourism and their perception and evaluation are directly related to the development of heritage tourism destinations. Therefore, it is crucial and necessary to study and clarify negative experience factors and operation mechanisms from the perspective of visitors' perception. A comparative analysis of the negative experience evaluation data from six tourism platforms revealed that four gardens should be selected as research objects. A total of 14,361 negative comments of visitors' experiences were collected by combining network semantics and interview methods. A total of 24 negative experience factors and characteristics were identified using the LAD theme model. On this basis, the evaluation grades of negative experience factors were acquired through surveys. A factor analysis was carried out using SPSS 22.0, obtaining 6 control points and their effects on a macro-level and micro-level. A negative experience evaluation system of gardens was established, thus identifying specific development strategies. This study demonstrates: 1) on the macroscopic level, the effect of different control points is: service management perception shows the strongest action effect, followed by cultural presentation perception, landscape elements perception, architectural style perception, accessory facilities perception, and historical context perception, successively. The action effects of service management perception and cultural presentation perception are higher than 0.2. Weights of "garden management", "route guidance", and "history creation" are all higher than 0.05. This reflects that garden management and culture play an important role in tourism experiences to some extent. As for the perceptive impressions of visitors on garden environment, the action effect of landscape elements perception and architectural style perception is higher than 0.15. The "wood structure repair", "wall repair", and "rockery maintenance" are related to protection of garden historical relics. The perception of ancillary "facilities and the perception of historical context are both higher than 0.05. "Public facilities" and "tourist visitors" reflect garden spatial functions and atmosphere, influencing experiences. 2) On the micro level, the general effect of different control points fluctuates discontinuously, increasing continuously and presenting parabola fluctuations with changes in tourists. Specifically, tourists who are aged 19-25 and with an education background of a master's degree or higher have significantly negative experiences. "Science and technology exhibition", "couplets and plaques connotation", and "publicity strategies" are dominant factors. To address problems in experiences of visitors, controlling overall unity and individual differences are suggested and improvement routes are proposed for reasonable garden service allocation systems, diversified propagation of garden history and culture, dynamic maintenance of garden historical relics, and intelligent creation of garden experience contexts. This study can provide references for the development of classical gardens in Suzhou. Based on data of tourist perception differences, a negative experience evaluation system of the Suzhou Classical Gardens was established for the bottom-up analysis of their current preservation and use conditions. Some specific scientific and effective governance strategies are proposed to improve tourism images continuously and to realize an all-round sustainable development.

Key words: heritage tourist destination, visitors' perception, Suzhou Classical Gardens, negative experience factors, operational mechanism, control points

摘要： 苏州古典园林由私家园林向遗产旅游地转变，受世界遗产组织高度重视与保护，但仍存在一定的负面体验。以游客感知为视角，选取4个园林，结合网络语义与问卷调查法采集负体验评价，利用主题模型挖掘24个负体验因子及特征；基于此，对负体验因子进行量化分析，获取6个控制点及其在宏观及微观层面的作用效应，探明负体验因子运作机制，构建园林负体验评价体系。研究表明：1）在宏观的整体游客群体中，各控制点作用效应依次为：服务管理感知＞文化呈现感知＞景观要素感知＞建筑风貌感知＞附属设施感知＞历史意境感知；2）在微观的不同游客群体中，各控制点总体效应因游客群体的差异性而呈现间歇性波动、持续性递增、抛物线性起伏的运作规律，其中19-25岁、研究生及以上、多次游玩的游客为负体验显著群体。故深入剖析苏州古典园林的保护与利用现状，合理把控整体统一性与个体差异性，从服务体系调配、历史文化传播、历史遗存保护、体验意境营造4个层面适时调整保护措施的动态策略，实现园林遗产旅游地的续存与发展。

关键词: 遗产旅游地, 游客感知, 苏州古典园林, 负体验因子, 运作机制, 控制点