游客感知与政府宣传:资源相似型旅游目的地形象维度对比研究——以云南西双版纳州和德宏州为例

Tourist Perception and Government Announcement:A Comparative Study of the Image Dimensions of“Resource-Similar-Type”Destinations:Taking Xishuangbanna and Dehong in Yunnan Province as Examples

旅游形象研究对资源相似型旅游目的地发展具有现实意义。在已有研究基础上将政府宣传形象纳入资源相似型旅游目的地旅游形象研究范畴,并选取资源禀赋高度近似的西双版纳州和德宏州为案例,实现游客感知与政府宣传旅游形象对比,选择两地游客网络游记与政府宣传网络文本为研究样本,运用内容分析法和IPA模型对两地游客感知与政府宣传旅游形象进行对比研究。研究结果表明:旅游吸引物形象维度在资源相似型目的地旅游形象中具有“非敏感性”;资源相似型旅游目的地游客感知与政府宣传旅游形象呈现出“差异—趋同”特征;资源相似型旅游目的地在“认同—错位”和“差异—趋同”效应的叠加作用下,具有各自的优势旅游形象维度。

The study of tourism destination image has practical significance to the development of“Resource-Similar-Type”destinations.Based on the previous studies,this paper incorporates the government propaganda image into the research categories and takes the“Resource-Similar-Type”destinations of Xishuangbanna and Dehong as the example,for which have similar resource endowments.We analyzed the differences in their tourism image through the network text from tourists and governments.The method of content analysis and IPA model are used in this paper.The main results of the study are as follows:The dimension of tourist attraction image has the characteristics of“non-sensitivity”in the tourism image of“Resource-Similar-Type”destinations;A typical trend of“difference-convergence”is emerged in tourist perception and government announcement of tourism image between two“Resource-Similar-Type”destinations;The“Resource-Similar-Type”destinations have their own advantages in terms of tourism image dimensions,which have been superimposed by the effects of“identification-dislocation”and“difference-convergence”.