“认知—情感—整体”三维视角下的遗产旅游地形象感知研究——以湘江古镇群为例

RESEARCH ON IMAGE PERCEPTION OF HERITAGE TOURIST DESTINATIONS FROM THE THREE-DIMENSIONAL PERSPECTIVE OF"COGNITION-EMOTION-INTEGRITY":TAKING XIANGJIANG ANCIENT TOWN GROUP AS AN EXAMPLE

以湘江古镇群互联网旅游数据为研究对象,采用文本分析、主题分析和情感分析等方法,借助旅游地形象"认知—情感—整体"三维模型对遗产旅游地形象感知进行了探索。结果表明:(1)游客对湘江古镇群的认知形象以自然、场所/地域和活动为主,非物质形态记忆重心由饮食文化向历史文化偏移,环境生态记忆由模糊山水环境生态向具象历史文化空间记忆发展。(2)游客对古镇旅游设施与饮食文化积极感知最为强烈,影响湘江古镇群的消极情感形象最为重要的因素是门票价格贵、性价比不高等。(3)游客对湘江古镇群推荐与重游意愿普遍偏低,整体情感呈负性与正性情绪两极分化,正性情绪占比较高。

Taking Internet tourism data of Xiangjiang Ancient Town Group as the research object,using methods such as text analysis,topic analysis and sentiment analysis,the image perception of heritage tourism destinations is explored with the aid of the three-dimensional model of tourism destination image"cognitionemotion-integrity".The results show that:1)Tourists’perceptions of the Xiangjiang Ancient Town Group are mainly nature,places/regions and activities.The focus of non-material memory has shifted from food culture to historical culture,and environmental ecological memory has shifted from fuzzy landscape environmental ecology to concrete historical and cultural spatial memory.2)Tourists have the strongest positive perception of the tourist facilities and food culture of the ancient town.The most important factor affecting the negative emotional image of the Xiangjiang ancient towns group is the high ticket price and low cost performance.3)Tourists are generally low in recommending and revisiting the Xiangjiang Ancient Towns Group.The overall emotions are polarized between negative and positive emotions,with a relatively high proportion of positive emotions.