民族地区文化遗产旅游形象感知--花山岩画景区的实证研究

PERCEPTION OF CULTURAL HERITAGE TOURISM IMAGE IN ETHNIC AREAS:An Empirical Study Based on Huashan Rock Painting Scenic Spot in Guangxi

形象是旅游目的地的生命力,对游客的决策行为与满意度产生直接影响。基于网络文本,通过内容分析法,从认知形象和情感形象两个维度对花山文化遗产旅游形象感知进行研究。研究发现:游客对花山文化遗产旅游形象的认知包括旅游吸引物、基础设施、旅游环境、旅游活动、服务与管理、当地氛围六个方面,情感形象以积极情感为主,消极情感主要集中在旅游吸引、旅游设施、景区管理三方面。整体上来看,游客对花山文化遗产旅游形象的评价比较高,但仍有很大提升空间。景区要通过丰富旅游产品、完善旅游设施、加强管理以及构建网络宣传平台等措施,推动文化遗产旅游可持续发展。

Image is the vitality of tourism destination,which has a direct impact on tourists'decision-making behavior and satisfaction degree.Based on network texts,through content analysis method,this paper studies the tourism image perception of Huashan Cultural Heritage from the two dimensions of cognitive image and emotional image.The study has found that tourists'cognition of Huashan Cultural Heritage tourism image includes six aspects as tourism attraction,infrastructure,tourism environment,tourism activities,service and management,and local atmosphere.The emotional image has mainly been positive emotion,and the negative emotion has mainly been concentrated in tourism attraction,tourism facilities,and scenic spot management.On a whole,tourists have a high evaluation on the tourism image of Huashan Cultural Heritage,but there is still much room for improvement.The scenic spots should promote its sustainable development of cultural heritage tourism by such measures as enriching tourism products,improving tourism facilities,strengthening management,and building online publicity platforms.