基于扎根理论的西湖意象建构机制研究

A Study on the West Lake Construction Mechanism Based on the Grounded Theory

旅游互联网的发展使旅游者在旅游地意象建构中的主体性作用日益凸显。文章以西湖旅游地为研究对象,以西湖网络评论文本为原始资料,运用扎根理论方法分析旅游者感知和体验到的西湖意象构成要素和情感内容,并提出旅游者体验视角下旅游地意象建构模型。研究结果表明:旅游者认知和体验下的西湖意象复杂多元且极具包容性,能够使不同旅游需求的旅游者获得满意的情感体验,对西湖产生强烈的情感依附和意象认同;旅游者对旅游地意象的建构伴随着旅游体验过程展开,依次经历游前想象体验,旅游过程中的凝视、互动和审美体验,以及旅游结束后的回味体验三个序时性阶段,最终形成包括认知意象、情感意象、意动意象和意象认同的复杂旅游地意象系统。

With the development of the Internet,tourists play an increasingly prominent role in the con- struction of tourism image. This paper takes the West Lake as research object and the online comments about the West Lake as original materials. Using the grounded theory, the research analyzes thoroughly the cognitive and emotional components of the West Lake from the perspective of tourist perceptions. The paper proposes a dynamic model of tourism image construction from the perspective of tourist experience. The research indi- cates that the West Lake image is complex, diverse and highly inclusive in the tourists perception, which sat- isfies different tourists needs,gain wonderful emotional experience and consequently forms a strong emotional attachment and place identity. Additionally, the paper holds the view that the tourism image construction ex- ists throughout the entire process of tourist experience at three chronological stages：pre-imagination,during- gazing, interactive aesthetic experience and post-recollecting. The research finally develops the complex tourism image system which contains ＂cognitive＂ ,＂ emotional＂ ,＂ conation＂ image and ＂image identity＂.