摘要
游客口碑影响游客的消费选择和消费倾向,同时也对旅游目的地的形象塑造产生重要影响。目前我国旅游已进入全域旅游发展阶段,旅游目的地将掀起新一轮的建设,在此背景下,基于游客负面口碑研究其对旅游目的地形象塑造的影响就显得极为重要。文章通过网络文本收集游客对大连滨海旅游形象的评价和感受,从游客的视角出发,将游客负面点评网络文本数据作为研究对象,运用文本分析方法和扎根理论研究游客对大连滨海旅游形象的感知。研究发现,游客负面点评主要有5个主类目、13个次类目的消极感知因素,基于此分析了其对大连滨海旅游形象塑造的影响。为提升大连滨海旅游形象,提出了实施情感体验营销策略、完善旅游基础服务设施、健全旅游安全保障机制、提供高品质的旅游服务、营造舒适的旅游环境氛围的对策,为大连乃至同类城市旅游形象重塑提供重要依据,也丰富了以网络文本为数据来源的旅游目的地形象研究。
Tourists＇ word of mouth influences tourists＇ consumption choices and propensity to consume,and it also has an important influence on the image of tourist destinations. At present, China＇s tourism has entered the stage of global tourism development,and tourism destination will set off a new round of construction.Under this background,it is extremely important to study the nfluence of tourists on the image of tourism destinations based on their negative reputation.The paper collected visitors＇ comments and feelings about the Dalian coastal tourism image through web texts.From the perspective of tourists,the texts of negative review online texts were used as research objects, and text analysis methods and grounded theory were used to study the perception of tourists on the Dalian coastal tourism image.The study found that negative reviews of tourists mainly included five main categories and negative perceptions of 13 subcategories.Their nfluence on the shaping of Dalian＇s coastal tourism mage was also analyzed. Based on this, it was proposed that it is necessary to implement emotional experience marketing to improve Dalian＇s coastal tourism image.Policies, improvement of tourism infrastructure and facilities, improvement of tourism safety protection mechanisms, provision of high quality tourism services, and creation of a comfortable tourism environment had provided important basis for the reshaping of tourism mages in Dalian and similar cities,and also enriched the use of online texts.
作者
武传表
张珊珊
WU Chuanbiao;ZHANG Shanshan(College of History and Culture Tourism,Liaoning Normal University,Dalian 116081,China)
出处
《海洋开发与管理》
2018年第7期101-106,共6页
Ocean Development and Management
基金
2016年辽宁省教育厅科学研究项目(W201683610)
关键词
负面口碑
旅游形象
网络文本数据
旅游体验
营销策略
大连
Negative word of mouth
Tourist image
lnternet text data
Tourism experience
Marketing strategy
Dalian
