主与客:旅游地形象视觉表征的建构及比较研究

Subject and Guest:the Construction and Comparative Study of Visual Representation of Tourist Destination Image

文章以传统旅游目的地肇庆市为案例地,以旅游地官方照片和旅游者所发布的网络旅游照片作为研究样本,借助Nvivo 11软件对两组照片内容进行质性编码分析,获取主、客双方所表征的旅游地形象,并采用卡方检验,分析两者所表征的旅游地形象的异同,比较照片表征内容结构。研究发现:两组照片所表征的内容结构符合旅游目的地意象"地脉文脉功能"三维耦合结构,并且内容要素可分为七个节点类目,其中在自然资源、社会环境、传统非物质文化、旅游支持系统四个类目上,主客双方的旅游照片内容存在显著的差异。说明目的地官方在兼顾地脉属性建构的基础上,重视对文脉的表征。而旅游者则对肇庆地脉属性感知更强,同时十分关注对旅游体验有直接影响的功能属性。因此,旅游地在塑造与管理旅游目的地形象的过程中,需要统筹兼顾、动员多方利益相关者共同参考,不断修正目的地形象。

This paper takes Zhaoqing,a traditional tourist destination,as a case,takes the official photos of tourist destinations and the online tourist photos released by tourists as research samples,uses NVivo 11 software to carry out qualitative coding analysis on the contents of the two groups of photos,obtains the tourism terrain image represented by both the host and the guest,and uses chi square test to analyze the similarities and differences of the tourism image represented by the two groups,and compares the photos represent content structure.It is found that the content structure represented by the two groups of photos is in line with the three-dimensional coupling structure of"context function"of tourism destination image,and the content elements can be divided into seven node categories,including natural resources,social environment,traditional intangible culture,and tourism support system.There are significant differences in the content of tourism photos between the host and the guest.It shows that the destination officials pay attention to the representation of context on the basis of considering the construction of context attribute.However,tourists have a stronger perception of Zhaoqing’s geographical attributes,and pay more attention to the functional attributes that have a direct impact on tourism experience.Therefore,in the process of shaping and managing the image of tourism destination,it is necessary to take all factors into consideration,mobilize multiple stakeholders for reference,and constantly revise the image of tourism destination.