基于网络信息嵌入性的旅游目的地形象传导研究

INTERNET INFORMATION-EMBEDDED ANALYSIS OF TOURISM DESTINATION IMAGE COMMUNICATION

以福建武夷山景区和九鲤湖景区为例,从发射性形象和接受性形象两个方面来探讨旅游目的地形象的传导模式。发射性形象通过对景区管理者的访谈资料得出结论,接受性形象通过驴妈妈网站上游客对景区的点评资料分析得出,指出网络点评资料具有丰富化与差异化、分散化与整体性、参与性与传导性特征。对比两个景区的发射性形象和接受性形象的差异并分析不吻合的原因后,文章构建了网络信息嵌入前的目的地形象单向传导模式和网络信息嵌入后的双向传导模式,同时验证了信息嵌入后的双向传导模式有更大的优势,即双向性、循环性和反馈性特征,有助于提高发射性形象和接受性形象的吻合度。

Since China has come into an image planning era,destination image plays an important role in todays tourism industry management.Destination image is important and has a great influence on tourists different choosing steps.Travelers will search and comment on the destination＇s information before travelling,during the travelling and after travelling steps.The destination information is spreading faster,more wide and contacting more people,especially the wrong and negative effect and information.Tourists often receive wrong and outdated news about the destination.But research on this field is quite insufficient in China,especially the website communication from the view of tourists and related groups.It is necessary and urgent to explore a new communication model to solve the information communication problems and improve the tourists＇ satisfaction. The paper discusses the projected and the received tourism destination images at the same time.First,the projected tourism destination image was collected by interviewing the managers of the two scenic spots,which was Jiulihu scenic spot and Wuyi Mountain in October,2010;second,the received image was formed by information-searching on the website of Lvmama which was distributed by normal travelers after visiting these two sites during October,2009 to October,2010.Lvmama website is the largest reviewing site on scenic spots in and has the largest number of users in China.By contrasting the two scenic spots,this paper explores the different image spreading models for tourism destination which was a single-spreading model beyond internet and double-spreading model embedded internet information.By taking the advantages of the double-spreading model embedded internet information,the image can be transferred more vivid and real.Also,the paper discusses the shortcomings and weak points of the double-spreading model and points out the research contents in the future.