历史村镇旅游地形象感知维度判定--基于扎根理论的研究

The perception dimension and action model of tourism destination image of historical towns and villages:A study based on grounded theory

历史村镇研究主要关注旅游商业化现象,但缺乏对该类型旅游地形象的整体把握。在历史村镇旅游热背景下,基于游客视角探讨历史村镇旅游地形象感知维度及其作用关系具有重要理论和实践意义。文章采用扎根理论方法,对收集的网络评论文本资料进行分析,旨在挖掘历史村镇旅游地形象感知维度,并厘清各维度间层次划分与作用关系。研究发现,历史村镇旅游地形象主要由核心吸引物、生活气息、商业气息、旅游情感和整体形象5个维度构成,其中,前三者属于认知形象,旅游情感属于情感形象,故上述5个维度可被归纳为认知形象、情感形象和整体形象3个层次。在此基础上,文章形成了“认知形象-情感形象-整体形象”关系链,即旅游者对历史村镇旅游地核心吸引物、生活气息和商业气息3个认知层面的形象感知不仅直接影响整体形象,还通过旅游情感的中介作用间接影响整体形象。这是基于历史村镇这一特殊类型旅游地研究所形成的对旅游地形象三维结构理论的验证和补充,同时也为该类型旅游地开发与运营管理提供重要实践指导。

The study of historical towns and villages mainly focuses on the phenomenon of tourism commercialization, but lacks the overall grasp of the image of this type of tourist destination. Under the background of tourism boom in historical towns and villages, it is of great theoretical and practical significance to explore the perception dimension and function relationship of the image of historical towns and villages from the perspective of tourists. In this study, the grounded theory method is adopted to analyze the collected text data of network comments. The purpose of this paper is to explore the image perception dimension of historical towns and villages and towns and clarify the hierarchical division and function relationship among the dimensions. The research finds that the tourism destination image of historical towns and villages is mainly composed of five dimensions: core attraction, life atmosphere, commercial atmosphere, tourism emotion and overall image. Among them, the first three belong to cognitive image, while tourism emotion belongs to emotional image. Therefore, the above five dimensions can be classified into three levels: cognitive image, emotional image and overall image. On this basis, this study formed a "cognitive image-affective image-whole image" relationship chain.According to this, tourists’ cognitive image of the core attractions, life atmosphere and commercial atmosphere not only directly affects the overall image, but also indirectly affects the overall image through the intermediary role of tourism emotion. This is the verification and supplement of the theory of three-dimensional structure of tourist destination image,and also provides important practical guidance for the development and operation management of historical towns and villages.