基于网络文本的民族村寨旅游形象感知研究——以贵州西江苗寨为例

Research on Tourism Image Perception of Ethnic Villages Based on Network Text:A Case Study of Miao Village in Xijiang

以贵州西江苗寨为研究区,运用内容分析法,针对网络游记及点评,研究游客对民族旅游地形象的感知。研究发现:(1)游客对西江苗寨旅游地形象的感知包括地理区位、民族文化、休闲娱乐、景观景点、态度与感知、旅游产业要素六类;(2)情感多倾向于积极方面;(3)消极感知主要体现在商业化、景区工作人员服务态度差、门票价格高等方面。在此基础上提出西江苗寨旅游形象提升的建议,以期对西江苗寨旅游形象的完善与提升提供参考。

This paper explores Miao Village in Xijiang of Guizhou Province based on travel logs and comments and the content analysis method is used to study the tourists＇ perception of tourist destination imagination. It is found：1） The tourists＇ perception of tourist destination imagination in Miao Village in Xijiang include geographical location,ethnical culture,leisure and entertainment,landscape and attractions,attitude and perception,elements of the tourist industry;2） Emotion tends to positive aspects mostly;3） Negative perception is mainly reflected in commercialization,poor attitude service of scenic spot staff and the high ticket price.On this basis, suggestions are proposed for promoting the tourism image of Miao village in Xijiang in the hope of improving and promoting tourist image of Miao Village in Xijiang.