世界遗产地开平碉楼及古村落在线目的地形象探讨

Study on the Online Destination Image of Kaiping Diaolou and Ancient Villages as World Heritage Site in Guangdong Province

网络数据越来越成为研究旅游目的地形象的重要信息源,但目前大都单一从游客感知或目的地形象宣传进行分析。通过在百度和优酷这两个国内热门网站进行关键词搜索,并运用归纳法和演绎法两种定性研究方法对游记和攻略、官方文本和旅游在线评论、视频和微博等信息源进行数据分析,结果表明:(1)网络语境下开平碉楼及古村落旅游目的地形象可归纳为资源、荣誉和期望三个主题;(2)开平碉楼及古村落的乡村目的地形象与乡村意象以及乡土情结有关,对乡村的网络营销具有现实意义。

Network data has become an important source of information for the study of tourist destinations.However,most of them are analyzed from the perspective of tourists’perceptions or destination publicity image.By keywords search from two domestic popular websites of Baidu and Youku,with the inductive method and deductive method,the data analysis of travel sources and guides,official texts and online travel reviews,videos and micro-blogs is done.The results show that the image of Kaiping Diaolou and ancient village tourism destinations under the network context can be summarized into three themes of resources,honor and expectation and that the image of the rural destination of Kaiping Diaolou and the ancient village is related to the rural image and the local complex.They have practical significance for rural network marketing.