大陆游者台湾旅游目的地形象感知与情感分析

Perceptions and Emotional Analysis of Tourism Destination Image of Taiwan from China's Mainland Tourists

本文以大陆旅游者游记为分析单位,通过类属分析和多维话语分析,从功能-心理、属性-整体、普通-独特三个维度,分析了大陆旅游者台湾旅游目的地形象感知和情感形象,结果发现:大陆旅游者对台湾的形象感知以正向为主,感知的台湾整体形象为文明有序、社会民主、风光秀美、人文突出、轻松舒适;构成台湾旅游形象的重要属性包括居民素质、民风、街道、夜市等,而台北101、阿里山、日月潭、台北故宫、台湾的人文,以及两岸的历史则构成台湾旅游的独特形象;大陆旅游者普遍认为赴台旅游是愉悦的,对台湾的情感形象包括感动、留恋、羡慕、震撼、难忘等。

The purpose of this paper is to study the perception image of China's Mainland tourists to Taiwan by analyzing travel notes of China's Mainland tourists from functional -psychological , attributive-holistic, common-unique three di-mensions, with generic analysis and multidimensional discourse analysis .The research found that China's Mainland tour-ists′image perception of Taiwan is mainly positive .The holistic image of Taiwan is a civilized , orderly and democracy place with beautiful scenery and cultural highlights , which make tourists feel relaxed and comfortable .The attributes of tourism image of Taiwan consist of residents who are friendly and high quality , simple folk, clean streets, night markets, snacks and so on.Taipei 101, Ali Mountain, Sun Moon Lake, The National Palace Museum in Taipei and the history between Taiwan and China's Mainland are the unique image of Taiwan .Travelling to Taiwan is generally considered as pleasant , most China's Mainland tourists have positive emotional image of Taiwan .Also there are other emotional images such as moving, nostalgia, envy, shocking, unforgettable and so on.