基于UGC数据的滨海旅游目的地形象感知研究——以平潭国际旅游岛为例

On Image Perception of Coastal Tourism Destination Based on UGC Data--Taking Pingtan Island as an Example

滨海旅游目的地发展初期是旅游目的形象建构的黄金阶段,形象感知研究对其形象定位、品牌建立和可持续发展至关重要。文章以滨海旅游目的地平潭为案例地,以旅游交互平台的游记与景点点评内容为数据源,通过文本分析法剖析了国内旅游者对平潭的感知形象。研究发现:(1)平潭形象构建周期短,但旅游者对于平潭旅游的评价整体以积极正面感知为主;(2)目的地形象感知维度可分成重点感知层、次级感知层、薄弱感知层和边缘感知层等四部分,各感知层的类型分布差异较大;(3)平潭整体形象定位不够明确,缺乏深入人心的品牌形象。文章最后从总体形象、形象定位、整合资源三个角度提出了针对性建议。

The initial stage of the development of coastal tourism destination is the golden stage of tourism destination image construction.Taking Pingtan Island as an example and the content of travel notes and comments on scenic spots on the interactive tourism platform as the data source,the paper analyzes the perception image of Pingtan Island by domestic tourists through text analysis.The findings are as follows:(1)The construction period of Pingtan Island image is short,but tourists'overall evaluation of Pingtan Island tourism is mainly positive.(2)The dimension of destination image perception is composed of four parts:key perception layer,secondary perception layer,weak perception layer and edge perception layer.(3)The overall image of Pingtan Island is not clear enough and Pingtan Island lacks a popular brand image.At last,this paper gives some suggestions from the three aspects of overall image,image positioning and resource integration.