探讨大陆游客对台湾旅游目的地形象的感知——基于网上游记的内容分析

Study on Image Perception of Mainland Tourists to Taiwan——Based on Content Analysis of Online Travels

本文在对旅游目的地形象感知的相关理论研究回顾的基础上,以携程旅行网(www.ctrip.com)上发表的大陆游客赴台游记为样本,运用内容分析法,建立分析类目,并做了信度分析。在此基础上,就大陆游客对台湾旅游目的地形象的感知进行了归纳和分析,由此,得出关于大陆游客对台湾旅游目的地形象感知的结论。

Based on the relative theories of tourism destination image, through a content analysis with online travels from www.ctrip. com as samples, constructing the categories combined with proper theoretical models, this paper gives an exploratory analysis of Taiwan tourism image from mainland tourists, to provide a practical direction in market position and marketing strategies.