三坊七巷历史文化街区旅游商业意象感知及年际变化研究

Study on the Overall and Annual Features of the Three Lanes and Seven Alleys Historical and Cultural Block Tourism Commercial Image Perception

基于旅游者感知意象的视角,选取国内知名旅游网站的2010-2015年的网络文本数据,运用内容分析法,探讨福州三坊七巷历史文化街区旅游开发的商业意象感知特征及其年际变化.研究结果发现:三坊七巷的旅游商业意象知名度感知类型丰富,意象感知情感类型以积极情绪为主;旅游商品意象以小吃居多;旅游商铺的感知意象较少,空间集聚显著.针对旅游者感知意象的问题,提出相关的建议,为三坊七巷的旅游商业发展和优化提供参考依据.

Based on the perspective of tourists' perception image,this research selected the network text data on Chinese well-known tourism sites such as dianping.com,qunar.com,ly.com,ctrip.com,mafengwo.cn from 2010 to 2015.With Content Analysis Method,the article elaborated the overall and annual features of the publicity,reputation,image chain,tourism commodity and stores of the Three Lanes and Seven Alleys tourism development perception image.The studies presented the variety of the tourism commercial image perception of Three Lanes and Seven Alleys,and the reputation is mainly dominated by positive attitude.Snacks is the major tourists,tourism commodity image,the number and the types are increasing year by year.While stores image is minor,and it has significantly spatial agglomeration.To consider the issues of tourism image perception,this paper puts forward some suggestions,for example,searching more Fuzhou local commercial types and products,packaging and improving the "tail" product of Long Tail distribution,and strengthening service personnel training.The results would provide reference basis for the tourism commercial development and optimization of the Three Lanes and Seven Alleys.