基于外群体同质效应的目的地形象差异研究——以美国纽约州UGC图片为例

Research on Destination Image Diff erence Based on the Out-Group Homogeneity Eff ect:A Case Study of UGC Images of New York State

游客上传到社交媒体的UGC图片蕴含了关于目的地形象的关键信息,研究本地居民、本国游客和外国游客3个群体的旅游目的地形象,既能丰富和深化旅游目的地形象群体差异的研究,又可以为旅游精准营销提供理论依据。本研究以社交图片网站Flickr中美国纽约州图片元数据集作为研究素材,采用计算机文本分析方法,通过高频词提取、情感极性计算等技术对2004—2014年的73万张图片展开分析,获得基于UGC图片元数据的3类群体的纽约州旅游认知形象和情感形象。研究表明:(1)不同群体对认知形象内容维度的关注度趋同;(2)不同群体认知形象的构建内容存在明显差异,本地居民的认知形象最为丰富;(3)不同群体情感形象整体评价以正面为主,但同时也流露出一定的负面情感倾向。

User-generated content(UGC)uploaded by tourists to social media platforms contains critical information about destination image.Studying the tourism destination images of local residents,domestic tourists,and foreign tourists can enrich and deepen the research on group diff erences of destination images while also providing a theoretical basis for tourism-related precision marketing.This paper uses a New York image metadata set on Flickr as its research materials.A total of 730,000 pictures from 2004 to 2014 are analyzed using computer text analysis,high-frequency word extraction,emotion polarity calculation,and other technologies to obtain the cognitive and emotional images of three different groups based on UGC image metadata.Research findings show that:(1)different groups have almost the same level of attention to the content of cognitive images;(2)there are discernible diff erences in the content of cognitive image construction by diff erent groups,and the cognitive images of local residents are the richest;and(3)the overall evaluation of the aff ective images of diff erent groups is positive,but some negative emotional tendency is also revealed.Finally,some practical suggestions are proposed based on research conclusions.