网络语境下旅游目的地形象差异研究——以大同市为例

The Difference Between Official Publicity Image of Tourist Destination and Tourists’Perception Image in the Internet Context:A Case Study of Datong City

文章通过从微博、官方网站、游记网站3种网络传播渠道收集网络文本数据,运用ROST文本分析、SPSS对照分析大同市旅游目的地游客感知形象与官方宣传形象的差异进行分析.研究表明:网络语境下的大同旅游目的地形象可归纳为景观资源、历史文化、出行、美食和环境5个主题;除环境、美食主题外,游客感知与官方宣传形象有很大差异,游客感知偏向于景观资源,官方网站的宣传是以历史文化名城为主,官方微博偏向于外部环境和旅游之外的延伸;游客感知在景观资源主题的评价远高于官网.文章最后根据研究结论对大同市旅游形象塑造、旅游市场营销以及旅游产品的升级提出了相关建议.

After collecting data from online communication systems,namely,Sina Blog,official websites and travel websites,the passage analyzes the Datong’s image difference of tourist destinations from tourist perception and official propaganda by using the methods of ROST text analysis and SPSS comparative analysis.The research shows that:in the internet context,the image of Datong as a tourist destination can be summed up five themes.That is,its landscape resources,history and culture,transportation delicious food and environment.Apart from the theme about delicious food and environment,there is a big difference between tourists perception and official propaganda for Datong’s image and the difference lies in that tourists prefer landscape resources,while official propaganda focus on its history and culture and official micro-blog tend to extend its external environment and other tourism themes.The evaluation for the themes of landscape resources is higher than websites.In the end,the passage makes relevant suggestions for creating a good tourism image,developing tourism marketing and upgrading its tourism products in accordance with the research conclusions.