旅游目的地投射意象与游客感知意象差异分析——以平江石牛寨景区为例

Study on the Differences Between Projection Image and Tourist Perception Image of Tourist Destination:Case of Shiniuzhai Scenic Spot,Pingjiang

以石牛寨景区旅游者网络游记和官方网站宣传内容为样本,首先运用词频统计分析和社会网络与语义分析方法,对比分析官方网站投射及游客感知的石牛寨旅游意象;其次运用内容分析法将照片分为13类,并根据聚合意象地图分析各类照片的相关性。研究结果显示,"玻璃桥"、"丹霞风貌"是石牛寨景区最重要的核心旅游吸引物意象;官方投射意象与游客感知意象的文本语义网络基本呈现"核心——次核心——外围"的圈层结构;但石牛寨官方投射意象与游客感知意象由于身份与立场不同造成双方塑造的旅游意象主体内容存在一定差异。

This paper takes the online travel notes of tourists and the propaganda content on official websites of Shiniuzhai scenic spot as the research samples to study the differences between projection image and tourist perception image. First, the analysis of word frequency and the social network and semantic analysis method are used to comparatively analyze the official website projection and tourist perception of Shiniuzhai tourism Image; second, photos are divided into 13 categories by using the method of content analysis, and all kinds of photos are used to analyze their correlation according to the aggregation of image analysis. The results show that the ＂Glass Skywalk＂ and ＂Danxia landform＂ are the most important images of the core tourist attraction. The text semantic network of official projection images and tourists＇ perception images basically presents the pattern of ＂core--the secondary core--periphery＂. However, the tourism images created by the official projection images and tourists＇ perception images are different due to different identities and positions.