基于TSE和IPA模型的城市旅游形象感知和差异研究——以广东省为例

Analysis on Characteristics and Differences of Tourism Destination Image based on TSE and IPA Model——The Case of Guangdong Province

文章使用TSE(美誉度)和IPA(重要性)模型,以广东省为例,捕捉海量旅游评论,探究了游客对广东省整体的形象感知结构和感知方式。研究发现:TSE与IPA模型的结合可以较为快速和准确捕捉游客的整体感知内容与情感倾向;广东省缺乏核心的吸引物体系,游客对维度的形象感知较为发散,对主要吸引物不甚满意,但美食和服务方面依然凸显传统优势;广东各城市的旅游吸引体系差别较大,排名前四的城市是云浮、中山、汕尾和佛山,而珠三角城市整体美誉度居中,在"健康疗养"因素上表现突出。文章突破了传统旅游目的地测度方式,创新性地使用了社交媒体大数据,并将美誉度与重要性相结合,从而较为全面地评估目的地整体游客感知。

Tourism destination perception is a classical issue in tourism research. The contemporary studies tend to either apply traditional approaches or new methods and data but mainly rely on questionnaire survey to conduct the measurement. Such traditional approaches are inevitably facing the challenges of sampling bias and time-space constraints when conducting the survey. Taking advantages of the booming user generated contents available on online travel social media, such as tourists reviews, this paper collects substantial tourists reviews from cities in Guangdong Province in China to investigate tourism destination images based on the TSE and IPA models in which a five-dimension factor system of image perception is developed. The collected data contain approximately 0.37 million reviews published during the period of 2013-2017 from five major online travel agencies including Baidu Tourism, Qunar, Ctrip, Mafengwo and Tripadvisor(China) and so on. First of all, based reading some of the collected reviews and applying content network analysis, the authors set up a destination image perception system by using ROST CM6 for extracting high-frequency words. And then, TSE model is applied to measure the popularity of the destinations while the IPA model is utilized to identify the most important contents that attract the tourists to comment on them. The combination of TSE-IPA analysis allows this paper to explore the overall image, perception structure and perception mode of cities in Guangdong Province. The general findings of this thesis are as follows:(1) The combination of TSE and IPA models can help to capture the overall perception content and sentimental tendency of the tourists promptly and accurately;(2) Guangdong Province is in lack of a core system of tourist attractions;the tourists’ image perception towards different dimensions is comparatively diverse and dispersed;while they are not very satisfied with the main tourist attractions, they have given quite positive comments on local delicacies and service quality which are the traditional advantages.(3) There is great difference in the tourist attraction system and tourist image perception of different cities in Guangdong Province. While Yunfu, Zhongshan, Shanwei and Foshan rank Top4. The overall reputation of cities in the Pearl River Delta is in the middle level but has outstanding performance in the element of "health and wellness". This thesis breaks through the traditional measurement methods in tourism research and innovatively utilizes the big data from social media. Combining the dimensions of popularity and importance, it offers a more comprehensive understanding of the overall tourist image perception towards the tourism destinations. Hence, this study bear comparatively high practical value in developing efficient and precise tourism marketing strategies.