基于内容分析法的国内自驾游客对旅游目的地形象感知研究——以河南省为例

Research on the Perception of Tourism Destination Image by Domestic Self-driving Tourists Based on Content Analysis——A Case Study of Henan Province

文章基于马蜂窝发布的2013-2018年河南省自驾游客300余篇网络游记,运用内容分析方法,探讨访豫自驾旅游者对河南旅游目的地形象感知。研究表明:河南自驾游客以家庭自驾出游为主,出游时间一般为1~7天,出游季节主要集中在4月和10月前后;在旅游"六要素"感知方面,自驾游客对河南旅游景区"游、食"印象深刻,主要集中在古都文化、景区美景以及地方美食等三大主题,对"住、行、购、娱"四个方面的感知不深;情绪感知方面,自驾游客主要是积极情绪为主,消极情绪主要源于景区环境问题、旅游可进入性和景区门票价格等问题。基于以上调查分析,文章最后提出了相应的建议和措施。

Based on more than 300 online travel notes of self-driving tourists in Henan Province published by Honeycomb from 2013 to 2018,this paper uses content analysis method to explore the perception of tourism destination image by self-driving tourists to Henan.Researches show that these visitors mainly take family selfdriving trips of 1~7 days,and the main season is around April and October.In terms of the six elements of tourism perception,self-driving tourists are deeply impressed by the"travel and food"of Henan tourist attractions,mainly concentrated in the ancient capital culture,scenic spots and local food.The self-driving tourists are not deeply aware of the four aspects of"living,traveling,purchasing and entertainment".In terms of emotional perception,self-driving tourists mainly have positive emotions,while negative emotions mainly stem from the environmental problems,accessibility and ticket prices of scenic spots.Finally,the paper puts forward corresponding suggestions and measures.