入境游客对黄山旅游形象感知研究——基于扎根理论的探索

A Study on Inbound Tourists'Perception of Huangshan Tourism Image——Based on Grounded Theory

从入境游客的角度出发,以发布在TripAdvisor网站上关于黄山风景区的外文游记为数据源,基于目的地形象的“认知-情感”三维模型,运用扎根理论分析法,从认知、情感、整体三个维度探讨入境游客对黄山旅游形象的感知。研究发现:入境游客对黄山的认知形象集中在旅游设施、旅游服务、旅游体验和旅游印象4个方面;风景壮观、攀爬活动、交通便捷、设施齐全等10个因素构成了黄山情感形象的积极感知,消极感知则主要来源于“旅游团扬声器声音大”“旅游人数过多”“英文路标不明晰”等;游客对黄山整体旅游形象的正面节点占比较大,但仍存在中评甚至差评。

From the perspective of visitors,taking touring journals about Huangshan Scenic Area in foreign languages from the TripAdvisor website,with grounded theory,we explore the visitors'image perception of Huangshan from cognition,emotion,and wholeness based on"Cognitive-Emotion"three-dimensional model.The study finds that tourists'image perception is mainly reflected by the four aspects,namely,facilities,services,experiences and tourism impression.10 factors,including the scenery,climbing activities,convenient transportation,and complete facilities constitute positive emotional image.The negative perceptions mainly come from the"noisy microphone of tourist guides","overcrowded tourists","unclear English road sign".Positive rating takes up dominant proportion while there are still moderate or even poor ratings.