摘要
在旅游信息化的快速发展过程中,各类网络平台的游客评论受到广泛关注,网络情境下旅游地形象感知研究成为国内外研究的热点问题。为了促进甪直古镇和南浔古镇的长远发展,文章采用内容分析法,基于游客生成的网络文本分析游客的形象感知。结果发现,尽管游客对甪直古镇和南浔古镇的形象感知受限于古色古香的人文景区型江南水乡小镇,但是从游客形象感知中也能较好地识别出两个古镇的资源特色和优势;游客对两个古镇有关旅游资源、旅游设施和管理服务的感知存在一定的差异;两个古镇的游客文本语义网络呈现出"核心感知-期望感知-潜在感知"三个圈层旅游地吸引体系结构;游客对两个古镇的整体情感体验以积极情绪为主,在情感程度上以一般情绪为主,游客对南浔古镇的情感体验优于甪直古镇。最后,为甪直古镇和南浔古镇旅游地形象管理提出相关建议。
With the rapid development of tourism information technology,the tourists'comments or reviews from various network platforms have been widely concerned.As a result,the study of tourism destination image perception under the network environment has also become a hot issue at home and abroad.In order to improve the development of Luzhi Town and Nanxun Town,the content analysis method was used to analyze the image perception of tourists based on the online texts generated by tourists.The findings suggest that although the tourists'image perception of Luzhi ancient town and Nanxun ancient town is limited by the ancient cultural scenic area of Jiangnan Water Town,they can also identify the resource characteristics and advantages of the two ancient towns from the tourists'image recognition;there are some differences in tourists'perception of tourism resources,tourism facilities and management services between the two ancient towns;the text semantic network of tourists in the two ancient towns presents a three circle tourist attraction architecture of“core perception-expectation perception-potential perception”;the overall emotional experience of tourists to the two ancient towns is mainly positive and general in emotion;the emotional experience of tourists to Nanxun ancient town is better than Luzhi ancient town.Finally,some suggestions were put forward for the image management of Luzhi ancient town and Nanxun ancient town.
作者
侯宇
马木兰
HOU Yu;MA Mulan(School of Tourism and Event Management,Shanghai University of International Business and Economics,Songjiang Shanghai 201620,China)
出处
《重庆文理学院学报（社会科学版）》
2020年第5期72-82,共11页
Journal of Chongqing University of Arts and Sciences（Social Sciences Edition)
基金
国家自然科学基金项目“基于演化经济地理学视角的旅游地发展演化过程与机制研究——以江南六大古镇为例”(41401145)。
关键词
网络文本
形象感知
内容分析法
甪直古镇
南浔古镇
web text
tourists'perceived image
content analysis
Luzhi ancient town
Nanxun ancient town
