摘要
旅游形象感知、塑造和传播是国内外旅游研究热点,研究方法上以问卷调查为主。世界遗产地是我国重要旅游地类型,但其游客感知形象研究较少。本研究针对国内世界遗产地旅游形象研究内容和研究方法的不足,在崀山的地方性、旅游形象替代分析基础上,采用ROST Word parser软件分析崀山网络游记及游客点评,归纳出游客所感知的崀山认知形象、情感形象和总体形象及其信息渠道;对崀山旅游形象进行重塑,突出"天人合一的和谐大美"核心理念(MI)和"世界丹霞奇葩·山水田园人家"的总体形象及其分体旅游形象及视觉符号识别系统(VI)、听觉形象(AI)、行为识别(BI);最后基于传播策略的基本原则,提出目的地整合营销传播模式、语言和非语言传播符号系统、传播受众、媒体和非媒体传播方式、时空传播策略。
Tourism image perception, construction and transmission are research focuses at home and abroad, which is mainly studied by questionnaire. The world heritage site is an important tourist destination type in China, while related research is fairly tittle from the perspective of tourists. Firstly, the study is in the light of deficiency of content and methods in domestic world heritage sites image study, it applies ROST Word parser software to analyze online travel notes and travel review and summarizes Langshan＇s cognitive image, affective image and overall image and it＇s information channels on the basis of locality and tourism image substitute analysis. Secondly the study reshapes Langshan＇s image, highlights MI of harmonious beauty between human being and nature, general image of exotic flowers of the world Danxia, landscape and pastoral family, branch image and VI, AI and BI; finally it proposes communication model of destination integrated marketing, verbal and non-verbal broadcasting symbol system, audiences, media and non-media forms of communication, temporal and spatial strategies according to the basic principles of communication strategy.
出处
《中南林业科技大学学报（社会科学版）》
2015年第2期44-50,共7页
Journal of Central South University of Forestry & Technology（Social Sciences）
基金
湖南省社科基金项目"世界自然遗产地旅游发展与遗产保护双赢研究--基于湖南省武陵源和崀山的实证分析"(11YBA131)
湖南省社科基金项目"武陵山片区区域旅游竞合机制与绩效评价研究"(13YBA130)
湖南省教育厅科学研究项目"湖湘文化旅游品牌建设研究"(14C0447)
湖南科技大学SRIP项目"世界自然遗产地崀山旅游形象感知
重塑和传播"(SYS2014077)
关键词
崀山
旅游形象
形象感知
博客
文本挖掘法
Langshan
tourism destination image
image perception
blog
text mining methods
