基于CiteSpace的我国旅游形象传播研究知识图谱分析

Analysis of Knowledge Mapping of Tourism Image Communication Research in China Based on CiteSpace

以CNKI收录的1995~2017年间1092篇国内旅游形象传播研究期刊论文为样本,使用可视化软件CiteSpace中的关键词共现、突现词分析等功能,对该领域研究的现状、研究热点与演化路径进行分析。研究表明:1.旅游形象传播研究规模逐渐扩大,但高质量文献占比小;研究地区有待拓展;当前还未产生稳定的核心作者群;研究机构之间协作程度较低;2.研究热点内容遵循“5W”传播理论;3.研究路径经历了“旅游地形象———形象策划、定位———城市旅游形象———国家旅游形象———新媒体”这五个演化过程。未来可在传播研究的领域、传播空间的分布、传播效果的评估等方面进一步深入探究,以推动我国旅游形象传播研究的发展。

In order to find out the present situation, hot topics and evolution path of the Chinese domestic tourism image communication research,the data of 1092 journal papers are taken from CNKI (China National Knowledge Infrastructure) on the related field published during twenty-two years during 1995-2017. The visual software Citespace is applied in the analysis of keyword co-occurrence and emergent word analysis.The study yields the following findings. 1. The research scale of tourism image communication is gradually expanding, but the proportion of high quality literature is small;the tourism areasto be studied need to be expanded;no core author group has been found up to now;the collaboration among research institutions is very limited. 2. Thehot research topics follow the "5W" communication theory. 3. The research path has experienced five evolution process-tour destination image, image design and positioning, city image for tourism, nation image for tourism, new media. The further study can be made in the field of communication research, the spatial distribution of communication, the evaluation of communication effect, in order to promote the development of tourism image communication research in China.