以海外游客视角分析北京奥运会对旅游目的地形象塑造的影响--基于对网络旅游博客的内容分析

Impact Analysis of Tourism Image Building from Perspective of Overseas Tourists in Beijing Olympic Games: Based on Content of Online Travel Blogs

北京奥运会于2008年成功举办,奥运会和世界杯这样的大型体育赛事对举办国或地区会产生重要影响,其中旅游形象是一个区域或城市旅游吸引力强弱的关键所在。本文将海外知名旅游博客网站travel Blog作为资料来源,通过文献资料、数理统计等方法,分析北京奥运会对主办城市旅游形象的影响。结果表明,奥运会的举办提高了海外游客对北京城市形象的关注和认知,且这种关注和认知具有一定的持续性。北京奥运会的举办及奥运遗产如鸟巢、水立方等丰富了北京旅游景点的内容,极大丰富了怀旧式体育旅游资源,"奥运"已经成为北京城市名片的一个重要标签。奥运会的举办对北京旅游目的地形象的塑造发挥了正面的积极作用。

Beijing Olympic Games were successfully held in 2008. Mega-sporting events are consistently of great significance for host cities, and tourism image is the key to the tourism attraction level of a region or a city.Taking blog posts with Beijing as the travel destination from the famous foreign travel blog website named travel Blog as its data source, the research study has adopted content analysis and mathematical statistics, in order to find out whether the hosting of the Olympic Games in Beijing had a lasting effect on the tourism image. The results showed that the hosting of the Olympic Games has increased the attention from foreign tourists and has built more recognition for the city image of Beijing continuously. The hosting of the Beijing Olympic Games and various Olympic legacies left behind, including the Bird＇s Nest and the Water Cube,have increased the number of tourist attractions in Beijing and greatly enriched sports tourism resources with feelings and atmospheres of nostalgia. ＂Olympic＂ has become an important label of city cards for Beijing. The hosting of the Olympic Games has played a positive role in building the travel destination image of Beijing.