摘要
我国国家公园创建初期是国家公园形象建构的关键时期,旅游形象感知研究对其形象定位、品牌建立和可持续发展至关重要。以钱江源国家公园为研究对象,运用网络游记与点评文本,分析了试点前后的旅游形象感知时空差异。结果表明:空间上,游客对钱江源国家公园认知形象感知存在差异,南部以自然水体资源为核心吸引物,北部以历史文化资源和乡村旅游资源为核心吸引物。时间上,自试点后,游客情感形象感知具有明显的提升,但游客对国家公园的认知度不高,仍以景区认知为主。为此,提出了钱江源国家公园旅游形象提升和差异化塑造的建议。
The early stage of national park creation in China is a critical period for national park image construction.Tourism image perception research is crucial to its image positioning,brand building,and sustainable development.Taking Qianjiangyuan National Park as the research object,this paper analyzes the spatial and temporal differences of tourism image perception before and after the pilot by using the text analysis of online travel notes and comments.The results show that:in term of space,there are differences in tourists'perception of tourism cognitive image.In the south,natural water resources are the core attraction,while in the north,historical and cultural resources and rural tourism resources are the core attraction.In terms of time,tourists'emotional image perception has been significantly improved since the pilot,but tourists'awareness of the national park is not high,still dominated by the scenic spot perception.Finally,this paper puts forward some suggestions on improving the tourism image of Qianjiangyuan National Park and shaping it differently.
作者
胡欢
刘忆
王昶
Hu Huan;Liu Yi;Wang Chang(Alibaba Business School,Hangzhou Normal University,Hangzhou 311121,Zhejiang,China;School of Tourism and Urban-Rural Planning,Zhejiang Gongshang University,Hangzhou 310018,Zhejiang,China;School of Social Development,Nanjing Normal University,Nanjing 210023,Jiangsu,China)
出处
《绿色科技》
2023年第22期228-234,共7页
Journal of Green Science and Technology
基金
浙江省哲学社会科学规划课题(编号:23NDJC276YB)
国家自然科学基金项目(编号:42101220,42201238)
浙江省教育厅一般科研项目(编号:Y202044813)。
关键词
形象感知
情感形象
时空差异
钱江源国家公园
image perception
emotional image
spatial and temporal differences
Qianjiangyuan National Park
