旅游目的地形象感知分析及政府主导策略研究——以桂林市旅游为例

On Tourism Destination Image Perception and Strategies Led by the Government: A Case Study of Tourism in Guilin

文章探讨了旅游目的地形象感知度,从政府形象宣传与游客实地形象感知之间差异的视角,运用网络文本分析法与IPA模型工具进行分析,具体样本数据以广西壮族自治区的桂林市为例。首先,通过提取政府宣传形象与游客实地感知形象两方面数据的高频词,进行共词分析、差异分析与情感分析,再运用IPA模型对相关数据进行深入研究,探讨差异机理,最后从形象定位、资源开发、旅游信息化和全域旅游四个维度提出实践对策,为旅游形象提升进行战略优化,为我国高质量的旅游经济发展做出一定的理论贡献。

This paper explores the tourism destination image perception by web-based text analysis and IPA model from the differences between the images promoted by the government and the on-the-spot image perception.Taking Guilin of Guangxi province as an example,it first carried out the co-words analysis, variance analysis and sentimental analysis based on the high-frequency words extracted from the two aspects: images promoted by government and on-the-spot image perception.IPA model was then used to conduct an in-depth research on related data and explore the influencing factors of the differences.Finally,practical countermeasures are presented from four dimensions of tourism image orientation,tourism resource development,tourism informatization and comprehensive tourism to optimize the tourism image and make a certain theoretical contribution to the development of China's high-quality tourism economy.