摘要
随着互联网技术的快速发展,更多游客通过网络分享旅游体验,为旅游形象感知分析提供了重要的数据来源.基于UGC数据,以窑湾古镇为研究对象,运用百度指数、网络文本内容分析法以及IPA分析法等方法,分析窑湾古镇游客的人群特点、行为偏好以及古镇旅游商业空间形象感知.结果表明:窑湾古镇游客来源地呈现出地域邻近性,游客主要来自江苏尤其是徐州,游客出行时间与主要节假日高度相关;游客对古镇旅游商业空间形象感知较为满意;大多数旅游形象感知要素的表现性评分较高,游客旅游体验较好;古镇内存在文化资源利用不足、旅游成本较高、基础设施不完善、景区管理与景区服务差等问题.最后,从调整营销策略、充分挖掘利用当地文化资源、提高游客接待服务能力以及提升景区管理水平方面给出窑湾古镇优化的建议.
With the rapid development of Internet technology,more and more tourists share tourism experience through the Internet,which can provide convenient and reliable data source for tourism image perception analysis.Based on UGC data,taking Yaowan ancient town as study unit,Baidu Index,network text content analysis method and Importance Performance Analysis method are used to analyze the crowd characteristics,behavior preference and perception of tourism commercial space image of Yaowan ancient town.The results are as follows:the tourist origin of Yaowan ancient town presents regional proximity,tourists mainly come from Jiangsu,especially Xuzhou,and the travel time of tourists is highly related to the main vacations.Tourists are more satisfied with the perception of the ancient town s tourism commercial space image.The performance scores of most tourism image perception elements are generally high,and the tourist experience is better.There are many problems in the ancient town,such as insufficient utilization of cultural resources,high tourism cost,imperfect infrastructure,poor management and service of scenic spot.Based on the above findings,the optimization suggestions of Yaowan ancient town are put forward,including adjusting the marketing strategy,making full use of the local cultural resources,improving the tourist reception service ability and improving the management level of the Yaowan ancient town.
作者
张颜玉
史春云
钱月祥
Zhang Yanyu;Shi Chunyun;Qian Yuexiang(School of Geography,Geomatics&Planning,Jiangsu Normal University,Xuzhou 221116,Jiangsu,China)
出处
《江苏师范大学学报（自然科学版）》
CAS
2021年第2期14-19,共6页
Journal of Jiangsu Normal University：Natural Science Edition
基金
国家自然科学基金面上项目(42071168)
江苏省文化和旅游科研重点课题(20ZD04)
江苏师范大学研究生科研实践创新计划项目(2020XKT039)
江苏高校优势学科建设工程项目。
