石窟型世界文化遗产地旅游意象研究——以云冈石窟为例

The tourism images of Yungang Grottoes-a world cultural heritage site

以世界文化遗产云冈石窟为案例地,基于网络日志、点评以及深度访谈数据,运用质性研究中的扎根理论和文本分析法进行分析归纳,并对两者结果进行比较。研究发现:采用两种测量方法获得的云冈石窟意象呈现相对一致性,云冈石窟旅游意象正面感知因素包括气势恢宏、高超的雕刻技艺、精美的彩塑壁画、便利的交通条件、优美的景区环境、佛教圣地、浓郁的异域风情7个方面;负面感知因素集中在6个方面,分别为:旅游景观破坏、旅游体验、旅游商品、旅游环境、旅游服务、旅游基础设施。

Based on the date of web logs, comments and in - depth interviews, the world culture heritage of Yungang Grottoes was analyzes and concluded by using qualitative research method of grounded theory and text analysis. The results shows： measurement results of Yungang Grottoes＇image by using two different methods presented relative consistency. The tourism images included seven positive perception factors： grand and magnificent momentum, superb carving skill, beautifully colorful statues and murals, convenient traffic conditions, good environment in the scenic spot, Buddhist holy land, full -bodied foreign amorous feelings; six negative perception factors included tourism landscape destruction, tourism experience, tourism products, tourism environment, tourism services, and tourism infrastructure.