供需对比视角下旅游目的地形象构建及提升路径——以新疆赛里木湖景区为例

Tourism Destination Image Construction and Promotion Path from the Perspective of Supply and Demand Contrast——Case Study on Sayram Lake in Xinjiang

随着"互联网+旅游"时代的到来,网络环境下的旅游目的地形象竞争已逐步成为景区竞争的核心。本文以新疆博州赛里木湖景区为例,基于传播学理论、"认知—情感"理论,从供需角度出发,建立了旅游目的地游客感知形象和官方投射形象的分析类目,利用ROST CONTENT 6.0软件对网络文本资料进行分析,同时结合问卷调查结果,分析得到赛里木湖景区的游客感知形象和官方投射形象,并对其进行对比研究,探索之间的异同和不足之处。根据研究结果,提出了提升景区旅游形象的相关建议。

With the advent of the era of"Internet plus tourism",tourism destination image competition has gradually become the core of the competition in the network environment.Based on the communication theory and"cognition emotion"theory,this paper establishes an analysis category of tourists’perception image and official projection image from the perspective of supply and demand,analyzes the online text data by ROST CONTENT 6.0.Based on the results of questionnaire survey,this paper analyzes the perception image and official projection image of Sayram Lake scenic spot and makes a comparative study to explore the deviation and deficiency between the supply and demand sides.According to the research results,the paper analyzes the tourists’perception image and the official projection image of the Sayram Lake scenic spot,and makes a comparative study of them to explore the similarities and differences between them.According to the research results,some suggestions are put forward to improve the tourism image of the scenic spot.