基于UGC和问卷调查数据的古村落旅游形象感知研究——以碛口古镇为例

Analysis of tourism image perception of ancient villages based on UGC and questionnaire data——A case of Qikou ancient town

以2093条UGC数据和304份有效问卷为基础,应用扎根理论和因子分析等方法从认知、情感、整体形象等对碛口古镇旅游形象进行对比分析。研究发现:1)UGC和问卷调查数据得出的碛口古镇旅游形象基本一致,UGC数据提炼出5个主范畴、23个对应范畴;问卷调查数据提炼出4个主成分、22个子成分;2)正面形象特征主要包含6方面:黄河风情的景观环境、不收门票的古镇、精美完整的古建筑、众多的荣誉称号、厚重的文化底蕴、古朴的民风和友好的原住民;负面形象特征主要包含6方面:交通安全和通达性低、建筑无特色、商业气息浓厚、饭菜及导游讲解问题、民俗娱乐活动吸引力弱、古镇干净整洁度低;3)两种数据正面感知旅游吸引力占主导,负面感知旅游设施及服务占主导,二者叠加凸显问题值得关注。

Based on 2093 UGC data and 304 valid questionnaires, the tourism image of Qikou ancient town was compared and analyzed by the methods of taking root theory and factor analysis from the measures of cognition, emotion and overall image. Results showed that the tourist image of Qikou ancient town obtained from the UGC data analysis is basically the same as that of from questionnaires analysis. 5 main categories and 23 corresponding categories are extracted from UGC data. The negative image features mainly include 6 aspects: low traffic safety and accessibility, no building features, strong business atmosphere, food and tour guide explanation problems, weak attraction of folk entertainment activities, low cleanliness of ancient towns. Tourism attraction is the dominant positive perception, and tourism facilities and services are dominant negative perception.