黑龙江省康养旅游目的地形象感知研究

Research on Image Perception of Wellness Destinations in Heilongjiang Province

随着我国老龄化问题逐渐严峻,城市人口生活压力逐渐上升,康养旅游逐渐成为旅游热点类型之一。利用网络文本分析法以探索游客对黑龙江省康养旅游目的地形象感知。结果表明:瀑布、森林、火山、湖泊是游客对黑龙江省康养旅游资源特色的基本感知,旅游资源开发与保护关系处理得宜;半数以上游客做出积极情感反馈,消极情感则归因于景区周边设施不健全以及景区门票问题;游客总体上对黑龙江省康养旅游非常认可,语义网络图显示游客的感知网络呈三层环形,大体上遵循“景区-代表性生态景观-景区服务设施-游客旅游目的地感知”这一路径。

With the worsening problem of population aging and the increasing stress of urban population,wellness tourism has gradually become one of the most popular types of tourism.Using text network analysis,this paper explores tourists’ image perception of wellness destinations in Heilongjiang Province.The results are as follows:(1) Waterfalls,forests,volcanoes and lakes constitute tourists’ basic perceptions of the characteristics of wellness tourism resources in Heilongjiang Province and a balance is achieved between tourism development and its protection.(2) Over half of the tourists produce positive emotional feedback while the negative emotions are attributed to the inadequacy of facilities around the scenic spots as well as to tickets to such spots.(3) In general,tourists greatly approve of the wellness tourism in Heilongjiang Province.The semantic network diagram suggests that the three-layer-ring perception network of tourists generally follows the perception pathway of “scenic spots-representative ecological landscapes-facilities in scenic spots-tourists’ perception of tourist destinations”.