基于信息分类视角的在线目的地形象构建研究——以威海为例

STUDY ON THE CONSTRUCTION OF ONLINE DESTINATION IMAGE BASED ON THE PERSPECTIVE OF INFORMATION CLASSIFICATION——THE CASE OF WEIHAI

当前目的地形象的构建由线下到线上,对目的地营销至关重要.以威海为案例,从信息分类视角出发,以目的地营销组织(DMO)和在线旅行服务商(OTA)与旅游者生成内容(TGC)的网络文本为数据源,采用内容分析和复杂网络分析方法对三者比较分析,以此展开在线目的地形象的构建机制研究.结果表明:三者在宏观方面具有相似性,都最注重“海滨景观风貌”的表征;但是,微观方面DMO文本分布比较均匀且关联性更强,注重整体发展;TGC网络结构较为分散,注重“旅游服务与设施”;OTA和TGC整体结构类似,更注重海景方面的营销;各种在线符号都是强有力的形象表征,并且在各个主体间交互影响,在线目的地形象是由个人行为和网络机制共同累积构建而成的一个多方向传播路径的网状结构模型,既不投射也不感知.

With the popularization of the Internet,the online destination image is of great significance for destination marketing and tourism decision-making.This paper takes Weihai as the case,from the perspective of information classification,takes the web text of destination marketing organization(DMO),online travel service provider(OTA)and tourist generated content(TGC)as the data source.Under the guidance of hermeneutics and constructivism,content analysis and complex network analysis methods are used to analyze the DMO,OTA and TGC text data.The results show that,first,the three have similarities in the macro aspect,and they all pay the most attention to the characterization of"seaside landscape".However,in the micro aspect,DMO texts are more evenly distributed and more correlated focusing on overall development,and TGC network structure is relatively scattered focusing on“tourism services and facilities”.The overall structure of OTA and TGC are similar,both of which pay more attention to the marketing of seascapes.Second,different forms of online symbols are powerful image representation elements and interact with each other.The online destination image is constructed by both individual behavior and network mechanisms,and is represented as a network-like structure model with multi-directional propagation paths,which is neither projected nor perceived.