旅游凝视视角下婺源旅游形象研究——基于官方文本与网络游记的对比分析

Study on the Tourism Image of Wuyuan from the Perspective of Tourist Gaze: Based on the comparative analysis of official texts and online travel notes

以旅游凝视为理论基础,采用内容分析法对婺源的官方宣传文本和游客网络游记进行对比分析,研究在政府凝视和游客凝视视角下,官方部门及游客对婺源旅游形象感知的异同。结果显示,婺源的旅游形象主要包括旅游吸引物、旅游环境与氛围、旅游活动、生态保护、旅游接待与服务5大主题。两种视角对婺源形象的解读在整体上保持一致性,但政府更侧重对文化的宣传,而游客则更注重对资源与服务的感知。两者对婺源的情感形象评价都以正面为主,但政府的积极情绪高于游客。此外,游客的消极情绪主要体现在交通、餐饮、人流量等方面。最后,根据研究内容,从宣传内容与途径、基础设施与服务、游客分流与管理三个方面对婺源的管理部门提出建议。

Taking tourism condensation as the theoretical basis, the content analysis method is used to compare and analyze the official propaganda texts of Wuyuan and the travels of tourists’ networks, and study the similarities and differences between the official departments and tourists on the perception of Wuyuan tourism in the perspective of government gaze and tourists’ gaze. The results show that Wuyuan’s tourism image mainly includes five major themes: tourism attraction, tourism environment and atmosphere, tourism activities, ecological protection, tourism reception and service. The interpretation of Wuyuan’s image is consistent across the two perspectives, but the government is more focused on cultural propaganda, while visitors are more focused on the perception of resources and services. Both of them have positive opinions on Wuyuan’s emotional image, but the government’s positive sentiment is higher than that of tourists. In addition, the negative emotions of tourists are mainly reflected in transportation, catering, and people flow. Finally, according to the research content, the management department of Wuyuan is recommended from three aspects: promotion content and approach, infrastructure and service, and tourist diversion and management.