旅游凝视视角下景区旅游直播的游客感知研究——以“云游故宫”系列直播为例

On Tourist Perception in Tourism Live Broadcast of Scenic Spot from the Perspective of“Tourism Gaze”——Taking“Cloud Tour to the Forbidden City”as an Example

以“云游故宫”系列直播为研究对象,选取抖音等直播平台上的相关评价数据作为样本,运用内容分析法和IPA模型对景区旅游直播中的游客感知进行系统性研究。结果表明:(1)游客对故宫景区直播以正向情感为主,在负面事件处理、直播画质、镜头拍摄等方面存在一定不满;(2)游客对景区直播的感知可归纳为旅游景区、人员活动、直播效果、游客体验等四大维度,游客在借助直播“凝视”景区的过程中,景区本身和促成直播得以呈现的各类构成要素均成为凝视对象,尤其是人员活动中的“主持讲解”在其中扮演着重要角色;(3)各感知要素的重要性与表现性程度存在一定差异,景区负面热点事件成为影响游客满意度的关键因素之一。根据研究结论,今后景区应通过重视景区品牌形象修复、加大景区直播人才培养、强化直播观看体验提升等措施进行优化,从而使游客获得更好的景区直播体验,进一步完善景区产品供给方式。

This study takes“Cloud Tour to the Forbidden City”live broadcast series as the research object.It selects relevant evaluation data from live broadcast platforms like Tiktok as samples and uses content analysis method and IPA model in a systematic study on tourist perception in tourism broadcast of scenic spot.The results show that:(1)tourists mainly have positive feelings towards the live broadcast series of the Forbidden City,but are dissatisfied with,among other things,the handling of negative events,the quality of the live broadcast and the shooting of the camera;(2)tourists'perception of live broadcast in scenic spots can be summarized into four dimensions:scenic spots,personnel activities,live broadcast effects,and tourist experience.When tourists“gaze”at the scenic spot through live broadcast,the scenic spot and other components contributing to the presentation of live broadcast become the objects of the gaze.The guides of the cloud tour also play an essential role by introducing scenic spots;(3)there are some differences in the importance and performance degree of each perception element,and negative hot spots in scenic spots have become one of the key factors affecting tourist satisfaction.The research finds that in the future,scenic spots should be optimized by improving the brand images of the scenic spots,strengthening the cultivation of host-and-tour-guide talents in the scenic spots,and enhancing the experience of watching live broadcasting programs,so as to add to the variety of tourism services and bring tourists a better virtual travel experience.