基于网络点评的红色旅游地形象感知研究——以井冈山为例

Research on Image Perception of Red Tourism Destination Based on Network Comments——A Case Study in Jinggangshan

新媒体时代,网络数据已成为目的地形象研究的重要数据来源。以井冈山为案例地,采集携程网等旅游门户网站的游客点评为研究素材,运用内容分析法、扎根理论方法,基于目的地形象“认知—情感—整体”研究框架,探讨了游客对红色旅游地的形象感知。结果显示:井冈山认知形象感知包括旅游环境、旅游景点、旅游服务、旅游活动4个维度;在情感形象感知上,井冈山成为游客心中的“精神家园”,包含“教育”与“愉悦”2个方面,其中“教育”是红色旅游地情感形象的本质属性;“红色摇篮”“生态井冈”成为游客对井冈山的整体形象,评价良好。

With the new media age′s coming,internet data has become an important data source for the study of tourism destination image.Taking Jinggangshan as an example,this paper collected online reviews about Jinggangshan from the travel portals such as Ctrip by using the web crawler tool,using the content analytical method and grounded theory method,based on the cognitive-emotional-overall framework of destination image,this paper discusses the tourists'perception of their red tourism image.The research results showed that:tourists on Jinggangshan cognition can be summarized as tourist environment,tourist attractions,tourism services,tourist activities 4 dimensions;the analysis of affective image showed Jinggangshan has become a spiritual home in the hearts of tourists,it involves both Education and Pleasure,among them,Education is the essential attribute of the affective image of red tourism destinations;Red Cradle and Ecological Jinggang have become tourists'overall image of Jinggangshan with good evaluation.