旅游者感知形象六维度模型及实证研究——以杭州西湖中西方游客为例

An Empirical Study on the Six-dimension Model of Tourist′s Perceived Image——A Case Study of Domestic and Western Tourists in Hangzhou West Lake

基于认知—情感二维模型,运用2015—2018年4年时间近8万字的网络点评,对杭州西湖中西方游客感知形象进行内容分析,并构建了六维度框架。结果发现:①空间、活动、人际关系、人地关系、时间和情感取向6个维度,为跨文化旅游研究提供了基本框架。②空间、活动、人地关系取向是旅游者感知形象重点,与人际关系、时间共同构成了认知形象范畴,而情感取向对应情感形象。③中西方游客感知形象共性包括山、湖、园、塔的景观空间等,差异表现在国内注重文化象征,而西方注重文化具实等。

By means of the cognitive-affective model and using nearly 80,000 words in 4 years of online comments,this paper conducted an empirical analysis of domestic and western tourists′perceived images in West Lake and constructed a new six-dimension framework.The results showed that:(1)The six dimensions including space,activity,interpersonal relationship,human-place relationship,time and affection ori entation built a basic framework for cross-cultural tourism research.(2)The main concerns of tourist′s perceived image were involved with space,activity and human-place relationship orientation,constituting cognitive image category together with interpersonal relationship and time orientation.Affection orientation belonged to affective image.(3)The common perceived images between domestic and western tourists consisted of the landscapes of hill,lake,garden and tower and so on.Cross-cultural differences were also obvious.For example,the domestic tourists fo cused on the symbolic meaning of culture,while the western tourists concentrated on the realistic significance.