互联网语境下目的地投射形象与游客感知形象差异研究——以橘子洲景区为例

Research on the difference between projected image of destination and perceived image of tourists in internet context-A case of Orange Island

目的地形象是旅游营销的关键问题,备受研究者关注。论文运用内容分析法,借助ROST Content Mining软件,以游客网络评论以及景区官方网站传播文本为研究样本,对比分析两种样本高频词,构建社会关系与语义网络,同时进行情感形象分析,探究目的地营销投射形象与游客感知形象是否存在差距。研究表明,游客感知形象可分为五个维度:旅游吸引物、旅游基础设施、旅游氛围、旅游体验与旅游评价;感知形象与投射形象之间存在差别;游客对橘子洲景区评价与官方评价均以正面评价为主。最后根据研究结果尝试为橘子洲景区营销发展提出相关建议。

Destination image is a key issue in tourism marketing and has attracted much attention from researchers.This paper uses content analysis method,with the aid of ROST Content Mining software,network dissemination text reviews and scenic spot’s official website to tourists as the research sample,sample analysis of two kinds of high frequency words,build social relationships with the semantic network,at the same time,the emotional image analysis,to explore whether destination marketing projection image and tourist image perception gap.The research shows that the perceived image of tourists includes five dimensions:tourism attractions,tourism service facilities,tourism atmosphere,tourism experience and tourism evaluation.Tourists’ perceived image of Orange Island is different from official projected image.Tourists’ evaluation of Orange Island and official evaluation are mainly positive.Finally,according to the research results,try to put forward the marketing development suggestions of Orange Island scenic spot.