基于旅游休闲需求的网红书店形象感知研究——以北京市为例

Internet-Famous Bookstores Image Perception and Differentiation Based on Tourism and Leisure Demand:A Case Study of Beijing

网红书店是休闲旅游活动的新型载体之一,它同时承载着文化和休闲等多元功能,对国民文旅休闲具有重要意义。网络形象感知与传播直接影响到网红书店的运营和管理模式,而网络评论客观地记录了消费者对旅游地的感受,为网红书店的形象感知研究提供了重要参考。文章筛选了马蜂窝旅游网平台和微信公众号上关于北京网红书店的“游记”与推文,通过分析国内消费者对于网红书店的认知形象、情感形象和总体形象感知,对其进行质性研究。研究发现,消费者对网红书店的认知要素可以归为书店功能、服务场景、书籍类型、品牌、选址、客群和书店类型等七大要素;消费者主要是对网红书店新增的服务内容以及提供的休闲功能所引发的休闲空间与文化空间的冲突存在少量的负面情绪,但对网红书店的情感态度仍以正面情绪为主;网红书店的分类可以划分为文化型、学习型、综合型和休闲型。

Internet-famous bookstore is one of the new carriers of leisure tourism activities.It carries multiple functions such as culture and leisure at the same time,and is of great significance to national cultural tourism and leisure.The perception and dissemination of online image directly affect the operation and management mode of Internet-famous bookstores,and online comments objectively record consumers feelings about tourist destinations,providing an important reference for the study of image perception of Internet-famous bookstores.The paper screens online tour notes and tweets about Beijing s Internet-famous bookstores on Mafengwo Tourism Network Platform and WeChat public account,and conducts a qualitative study by analyzing domestic consumers cognitive images,affective images,and overall image perception of Internet-famous bookstores.The result shows that consumers cognitive elements of Internet-famous bookstores can be classified into seven elements:bookstore function,servicescape,book type,brand,location,customer base and bookstore type.Consumers mainly focus on the new service content and leisure functions provided by Internet-famous bookstore,which leads to the conflict between leisure space and cultural space,thus there is a small amount of negative emotions,but consumers emotional attitude towards Internet-famous bookstore is still dominated by positive emotion.Internet-famous bookstores can be classified into cultural type,learning type,comprehensive type and leisure type.