世界文化遗产形象感知研究——以曲阜三孔为例

Research on Image Perception of World Cultural Heritage: A Case Study of Sankong Scenic Area in Qufu

从游客的视角出发,通过文本分析与扎根理论的方法研究曲阜三孔景区的旅游形象。研究结果发现,游客对曲阜三孔最深刻的印象是从空间上看依次是“孔府”“孔庙”“孔林”,从旅游吸引物上看分别是“文化”“孔子”;游客对景区的旅游感知形象可归纳为旅游吸引物、旅游体验、服务管理、区域位置4个维度;游客对景区旅游形象感知中的消极因素主要包括服务管理、环境氛围、旅游体验、旅游安全、配套设施5个维度。消极因素主要集中于景区管理、景区气氛、游客感受。

From the perspective of tourists, the tourism image of Sankong scenic area in Qufu is studied through the method of text analysis and root theory. The results found that the biggest impression of“Confucius Temple”is“Culture”and“Confucius”;tourist attractions, tourism attraction, service management and regional location;the tourism image mainly include service management, environment atmosphere, tourism experience, tourism safety and supporting facilities. The negative factors mainly focus on the management of the scenic spots, the scenic spot atmosphere and the tourists’ feelings.