基于网络文本的跨区型旅游地形象感知研究——以长江三峡为例

Research on image perception of trans-regional tourist destinations based on network text——a case study of the three gorges of the Yangtze River

以跨区型旅游地长江三峡为例,借助网络文本,采用扎根理论法分析游客的三峡旅游形象感知特征。研究表明,游客对三峡的旅游形象感知包含旅游吸引物、旅游软环境、游轮设施与服务、公共设施与服务4方面;感知强度由大到小依次为旅游吸引物、游轮设施与服务、公共设施与服务、旅游软环境;游客整体上对三峡的形象感知较为积极。三峡旅游形象发展应注重旅游市场监管、游轮服务管理、旅游产品创新、旅游品牌形象宣传等方面。

Taking the three Gorges of the Yangtze River as an example,this paper analyzes the tourist image perception characteristics of the three Gorges with the help of the network text and the grounded theory method.The research shows that tourists'perception of three Gorges tourism image includes four aspects:tourist attractions,tourist soft environment,cruise facilities and services,and public facilities and services.The perceived intensity ranged from the largest to the smallest for tourist attractions,cruise facilities and services,public facilities and services,and soft tourism environment.Tourists on the whole have a positive image perception of the Three Gorges.Three Gorges tourism image development should pay attention to tourism market regulation,cruise service management,tourism product innovation,tourism brand image publicity and other aspects.