城市山地公园旅游形象感知研究——以福州金鸡山公园为例

Research on Tourism ImagePerception of Urban Mountain Parks——Taking Fuzhou Jinjishan Park as an Example

为探究游览者对城市山地公园旅游形象感知,选取福州金鸡山公园为研究对象,从马蜂窝、携程、大众点评等UGC网站筛选出游客对福州金鸡山公园的有效评价信息,运用ROST CM6工具,计算高频词汇,构建语义网络。以语义转化和分值量表为基础,编制旅游体验要素结构表,最后借助SPSS26.0构建IPA模型。结果表明:游客体验重要性分值存在差异,说明游客对于游览地体验的关注点不同;表现性分值大部分较高,说明该公园旅游形象整体较好。其中,表现性最弱的要素应重点提升改善,重要性程度高且表现性程度较弱的要素,应优先提升。建议优先整改导览系统,其次是重点关注运动健身、生态风景及环境、历史文化科普要素。

To explore tourists’ perception of the tourism image of urban mountain parks, this paper selects Fuzhou Jinjishan Park as the research object, and selects tourists’ effective evaluation information on Fuzhou Jinjishan Park from UGC websites such as Mafengwo, Ctrip, and Dianping, and uses the ROST CM6 tool.Compute high-frequency vocabulary and build semantic networks.Based on the semantic transformation and the score scale, the tourism experience element structure table is compiled, and finally the IPA model is constructed with the help of SPSS26.0.The results show that there are differences in the importance scores of tourists’ experience, indicating that tourists have different concerns about the experience of the tourist destination, and most of the performance scores are high, indicating that the overall tourism image of the park is good.Among them, the elements with the weakest expressiveness should focus on improvement, and the elements with high importance and weak expressiveness should be prioritized for improvement.It is recommended to give priority to the rectification of the guide system, followed by focusing on sports and fitness, ecological scenery and environment, and historical and cultural popularization elements.