基于UGC数据的南充市旅游目的地形象感知及提升研究

Research on perception and improvement of Nanchong City’s tourist destination image based on UGC data

良好的旅游目的地形象对于目的地的长远发展有着重要作用。以四川省南充市为例,对旅游者评价的589条有效UGC数据进行内容分析,从认知形象、情感形象和整体形象进行形象感知研究。结果表明,旅游者对南充市的认知形象集中在与阆中古城相关的旅游吸引物中,偏重人文旅游吸引物;旅游者对南充市的整体形象评价较正面,但多种负面情感因素导致了负面评价。根据其中存在的问题提出了相关建议,将丰富相关研究成果。

A good image of a tourist destination plays an important role in the long-term development of the destination.Taking Nanchong City in Sichuan Province as an example,this paper conducts content analysis on 589 valid UGC data evaluated by tourists,and conducts image perception research from cognitive image,emotional image and overall image.The results show that tourists’cognitive image of Nanchong City is concentrated in the tourist attractions related to Langzhong Ancient City,with emphasis on cultural tourist attractions.Tourists’evaluation of the overall image of Nanchong City is more positive,but kinds of factors lead to negative reviews.Finally,relevant suggestions are put forward based on the existing problems,which will enrich the relevant research results.