国外旅游目的地形象研究可视化分析——基于CiteSpace软件和Web of Science数据库

Visibility Analysis of Global Research on Destination Image in the Web of Science Database

以Web of Science数据库中1992-2018年时段内收录的英语文献为基础,借助可视化分析软件CiteSpaceV的多重知识共现功能,绘制国外旅游目的地形象研究关键词等知识图谱,结合聚类结果、高频被引文献分析发现:本领域在2006年以后受到学界广泛重视,至今已经形成核心研究力量且以西方国家和作者为主;研究重点初期集中于目的地形象内核探讨,后过渡到目的地形象品牌及营销管理等;研究主题相对集中且分布均衡,研究内容交叉性强且游客中心维度突出;未来研究需关注并回应全球发展领域中的挑战。启示:我国借鉴国外研究成果时需立足国内旅游实践,重视基于信息化、大数据等的旅游消费研究,做好国内旅游、入境旅游两个市场的细分并制定相应的目的地品牌管理营销策略。

Proceeding from the English articles(between 1992 and 2018) on Web of Science, software CiteSpaceV is used to look into the overall picture of global research on tourist destination image(TDI). With the aid of the software, visualizations produced employing multiple terms such as keywords frequency, co-keywords, co-authors and co-citations find that(1) intensive exploration on TDI has not popped out until 2006 across the world, although a quite collection of scholars and countries are plumping for it nowadays;(2) a majority of highly-cited articles are contributed by Western countries, including the United States, Australia, the United Kingdom of Britain, Canada, and New Zealand, which are themselves best-known destinations globally and have witnessed tourism prosperity for quite a long time;(3) a substantial portion of authors has been involved in the discussion of an array of TDI-related issues, with managerial implication and structural equation modeling once emerging as frontiers. The highly-cited authors in the field around the globe tend to refer to Baloglu, Echtner, Beerli, Pike, Hair, Gartne and etc.;(4) the researchers mostly shed light on what is all about destination image and how it comes into being, on the inter-relationship between destination image and tourists’ perceptions, evaluations, satisfaction, loyalty, and behavioral tendency, and today more on destination image rebuilding, managing, branding and marketing. Analysis on several clusters processed by CiteSpaceV is also completed, of which the most typical ones are perceived value, event, location, consumer behavior, loyalty, and representation. Apart from that, elaboration regarding the top fifty-two highly-cited papers is done for further exploration, based on the frequency of keywords listed therein. In total,there are more than two hundred keywords, with the top ten going to destination image,image,satisfaction,loyalty,behavioral intention, destination,destination branding,attitude,emotions, overall image. However, both the clusters and keywords frequency analysis indicate no marked disproportion but overlaps instead in terms of research themes, with tourists at the core. That means future TDI studies can barely ignore dynamics across the world. The mass media which have divided the world into at least the developed and developing parts and which determine those that have a greater say counts most, globalization which is a trend we must ride, fast moving consumer goods economy that has been a fashion for long, and urbanization which is irreversible in many places, just to name a few, all pose challenges to TDI. TDI studies accordingly should stay ready for respondence. As for China in the long and hard pursuit of a world-wide power in tourism, it must not draw on the TDI literature uncritically given its diversified tourism resources, distinct national conditions and robust developments in the industry. Rather, the nation needs to treat IT application including big data technology seriously while going deeply into tourists’ behavioral intentions and consumption. It too has to place weight on targeted and differentiated marketing measures, taking into account its roles as both the domestic and international source and destination of tourists.