基于游客感知和网络传播的南通市旅游形象要素研究

Analysis on Elements of Tourism Image based on Tourists' Perceptions and Websites-based Communication

旅游形象直接影响了旅游地品牌的竞争力,旅游城市要走出同质化竞争的误区,亟须塑造独特鲜明的旅游形象。支撑旅游形象的各要素在旅游形象形成过程中起到了至关重要的作用。本文基于网络传播和游客感知两个视角,分析南通市旅游形象要素,探求其在网络传播和游客感知方面存在的异同点。相关研究结果表明:(1)游客对南通市旅游形象认知要素主要有旅游资源、旅游可达性、旅游购物休闲、旅游氛围等4类要素;(2)南通市政府类旅游网站、综合类旅游网站和旅行社旅游网站等各类网站重点传播的南通市旅游形象要素各不相同;(3)游客感知与网络传播的旅游形象要素存在一定差异,形象定位与感知形象不一、品牌形象与感知形象脱节、旅游感知形象要素匮乏。

Tourism image directly affects competitiveness of the tourism destination＇s brand,so an attracted tourism image can help a tourism city to avoid the homogeneous competition and make the profound impression on tourists.Moreover,various elements of tourism image increasingly play a key role in supporting the formation of tourism image.Based on two perspectives of the tourists＇ perceptions and websites-based communication,this paper analyzes the different elements of Nantong tourism image and finds the similarities and differences between tourists＇ perceptions and websites-based communication.The results of this paper show：（1） the tourists＇ cognitive elements of Nantong tourism image including tourism resources,tourism accessibility,tourism shopping and recreation and tourism atmosphere;（2） differences analyzed on information of Nantong tourism image publicized on the three kinds of websites,such as government websites,comprehensive websites and travel websites;（3） the image position and perception of Nantong tourism image not the same,perceived image different from the brand image,lack of perceived Image elements.