“清新福建”旅游形象DMO投射与游客感知差距分析

Analysis on the Gap between DMO Projection and Tourists' Perception in "Fresh Fujian" Tourism Image

运用德尔菲法创建"清新福建"旅游形象关联词库,由自然清新、人文清新和产品清新三个维度构成。以游客网络游记、在线评论以及DMO网络平台宣传文本为数据样本,借助ROST Content Mining软件,将关联词库纳入自定义词典,基于词群的频度统计功能,分析旅游形象DMO投射与游客感知之间的差距表现。研究发现,"清新福建"旅游形象投射-感知差距在整体形象、相同维度之间及各维度内部均存在,但差距表现各异。

The Delphi method is used to create a ＂Fresh Fujian＂ tourism image associative vocabularies consisting of three dimensions： fresh natural, fresh culture, and fresh product. By using tourists＇ online travel text, online review and DMO web platform as the research samples and using the ROST Content Mining software to incorporate associative vocabularies into custom dictionaries, the gap between DMO projection and tourists＇ perception in ＂Fresh Fujian＂ tourism image are analyzed based on the frequency statistics function of word clusters. The results show that the gap exists within the overall image, the same dimension, and within each dimension while the performance of the gap varies.