基于用户评论探讨中美游客对北京美食旅游的感知

A Comparative Study of Chinese and American Tourists’Perceptions on Beijing’s CulinaryTourism Based on Online Reviews

美食旅游作为一种新兴旅游形式,以探索品尝当地美食为旅游的一项重要目的。目前,从对比视角探讨美食旅游的研究尚少。论文采用内容分析法对中美两大旅游网站美食版块的用户评论进行对比分析,从美食文化、美食品质、内部环境、外部环境4大维度对中美游客关于北京美食旅游评价的异同进行对比,阐释潜在文化差异。研究发现,味道、服务、品牌3个因素均被中美游客高频论及,有关服务和价格的负面评价最多。针对北京风味美食,中国游客对“人气”“装潢”的关注度显著高于美国游客;针对其他风味美食,美国游客对“氛围”“选址特色”的重视程度显著高于中国游客。结果表明,北京美食旅游业在品牌文化内涵、食物性价比、服务质量方面仍有改善空间。文章最后依据调研结果提出相应启示和建议。

As a new form of tourism,culinary tourism is growing in popularity with the purpose of exploring and tasting local cuisines while traveling.Currently,a comparative approach is seldom adopted in this field.Through content analysis,the present study compares Chinese and American tourists’reviews of cuisines in Beijing on two large tourism websites in US and China.Four dimensions are examined in the comparison:cuisine culture,cuisine quality,internal environment and external environment.Each dimension is further explained by their subordinate factors.It is found that three factors,namely"taste","service",and"brand"are frequently mentioned by both of them,while factors like"service"and"price"have the most negative reviews.Regarding Beijing cuisine,Chinese tourists’mentions of"popularity"and"decoration"are significantly higher than those of US tourists;regarding other cuisine,US tourists’frequency of mentioning"atmosphere"and"location characteristics"is significantly higher than Chinese tourists.The results reveal that improvements are needed concerning cultural branding,food quality and value,and service in Beijing’s culinary tourism.The paper then concludes with implications for the industry.