民俗文化类景区投射形象与感知形象对比分析——以喀什古城景区为例

Comparison Analysis of Projected Image and Perceived Image of Folk Culture Scenic Spots:Take the Ancient City of Kashgar as an Example

在提倡“以文塑旅、以旅彰文”的背景下,研究新疆具有代表性的民俗文化类景区喀什古城的游客感知形象与投射形象对实现特色民俗践行文旅融合,提升景区服务质量,提高游客满意度有重要意义。本文以同程网、携程网、蚂蜂窝等旅游网站的游客评论、游记及喀什市人民政府网中与喀什古城相关的内容为数据来源,运用软件Rost content mining6.0进行高频词、网络文本的语义分析。对比分析其投射形象和感知形象,得出景区的核心竞争力、发展民俗旅游的意义及游客前来旅游的影响因素等结论,根据结论从营销方式、游客体验环境、景区定位三个方面提出管理启示。

In the context of advocating“shaping tourism with culture and highlighting culture with tourism”,it is important to study the perceived and projected images of tourists in the ancient city of Kashgar,a representative folk culture scenic spot in Xinjiang,in order to realize the integration of culture and tourism with special folklore,improve the service quality of the scenic spot,and increase the satisfaction of tourists.Using tourist reviews and travelogues from tourism websites such as Tongcheng.com,Ctrip.com and Antbee’s Nest,as well as content related to Kashgar Old Town in Kashgar Municipal People’s Government as data sources,the software Rost content mining 6.0 was used to conduct semantic analysis of high-frequency words and web texts.The analysis of the projected and perceived images was compared to draw conclusions about the core competitiveness of the scenic area,the significance of developing folklore tourism,and the factors influencing tourists to come to the area.According to the conclusion,management insights are provided from three aspects:marketing approach,visitor experience environment,and scenic spot positioning.