宗教文化旅游目的地品牌个性构建--以福建湄洲岛为例

Brand Personality Building of Religious Cultural Tourism Destinations--A Case Study of Meizhou Island

湄洲岛围绕着“妈祖”打造宗教文化型旅游目的地品牌个性,为莆田传统的“海滨圣地,妈祖故乡”提供区别于其他旅游目的地的独特品牌形象。以福建湄洲岛为研究对象,抓取旅游在线平台上发布的游记文本,借助Rost Content Mining 6软件进行词频统计、情感分析、语义网络分析,运用质性研究方法以及德尔菲法分析湄洲岛旅游目的地形象和品牌个性特征。研究结果发现,湄洲岛的客源市场分布受到地域、经济、交通限制;湄州妈祖祖庙的游客感知形象呈整体性,且感情倾向呈积极性;游客对湄洲岛的感知形象聚焦于妈祖文化和海岛风光。从人文景观和自然景观两个维度构建了原生、亲和、忠诚、耀眼、美丽、闲适、刺激等七个品牌个性特征,并为湄洲岛旅游可持续性发展提出相关建议。

Meizhou Island builds a religious cultural brand personality of tourism destination around Mazu,providing a unique brand image to distinguish Putian's traditional"sacred seaside place,hometown of Mazu"from other tourist destinations.Taking Meizhou Island as the research object,this paper collected the travelogue texts published on tourism online platforms and conducted word frequency statistics,sentiment analysis and semantic network analysis with Rost Content Mining 6 software.Qualitative research methods and the Delphi method were also adopted to analyze the image and brand personality characteristics of Meizhou Island tourism destination.The results showed that the distribution of Meizhou's visitor market was limited by geographical,economic and transport constraints;that the visitors'perceived image of the Ancestral Temple of Meizhou was holistic and emotionally positive;and that the visitors'perceived image of Meizhou Island focused on the culture of Mazu and the scenery of the island.From the two dimensions of cultural landscape and natural landscape,the current study built seven brand personality traits,i.e.nativeness,affinity,loyalty,glory,beauty,leisure and excitement.Finally,some suggestions were made for the sustainable development of tourism on Meizhou Island.