网络营销背景下游客对乡村旅游地的感知性偏差——以南京江宁为例

Under the background of network marketing,tourists’ perception deviation of rural tourism destination——Take Jiangning District of Nanjing as an example

游客对旅游目的地的旅游感知是进行旅游选择和决策的重要影响因素。随着现代互联网通信技术的发展和完善,游客获取旅游信息的渠道已不再局限于单一的线下模式,而是采用"线上+线下"的新型模式,且以线上方式为主。旅游企业也紧跟时代潮流,通过互联网和各式旅游平台大力进行网络营销。通过收集分析携程网、去哪儿网、途牛等国内知名旅游网站的网络营销文本和评论文本内容,研究游客对南京江宁乡村旅游地形象的感知性偏差。

Tourist’s tourism perception of tourist destination is an important factor influencing tourist selection and decision-making.With the development and improvement of modern Internet communication technology,the channels for tourists to obtain tourism information are no longer limited to a single offline mode,but a new mode of"online+offline",which is mainly online.Tourism enterprises also follow the trend of The Times,through the Internet and various tourism platforms to vigorously carry out network marketing.By collecting and analyzing the contents of online marketing texts and comment texts of ctrip,qunar,tuniu and other well-known domestic tourism websites,this paper studies the perceptual deviation of tourists to the image of Jiangning rural tourism destinations in Nanjing.