武夷山国家公园投射形象与游客感知形象比较研究

Comparative study on projected image and perceived image of visitors in Wuyishan National Park

以武夷山国家公园为研究对象,通过内容分析法对官方投射形象与游客感知形象进行对比分析。结果表明:(1)武夷山国家公园旅游形象体系包含资源代表性、生态完整性与原真性、功能属性、旅游设施与服务4大主类目和14个次类目,生态完整性与原真性类目“投射—感知”形象差异最大,资源代表性类目“投射—感知”形象差异最小;(2)官方投射形象以“景观”为核心节点向生态保护等方面发散,游客感知形象以“武夷山”为核心节点向游玩体验等方面发散;(3)游客感知情感形象中积极情绪占主导,消极情绪主要源于管理服务、旅游成本等方面。

Taking Wuyishan National Park as the research object,this paper used the content analysis method to compare and analyze the official projected image and tourists’ perceived image. The results showed that:(1)The tourism image system of Wuyishan National Park included four main categories,namely,resource representation,ecological integrity and authenticity,functional attributes,tourism facilities and services,and 14 sub-categories. The difference between the“projected-perceived”image of ecological integrity and authenticity category was the biggest,and the“projected-perceived”image of resource representation category was the smallest.(2) The image projected by the official took“landscape”as the core and radiates to aspects such as ecological protection,and the image perceived by tourists took“Wuyishan”as the core to radiate to the aspects of play experience.(3)Tourists’ perceived emotional image was dominated by positive emotions,while negative emotions mainly came from management services,tourism costs and so on.