天目山景区官方传播形象与游客感知形象对比研究

Comparison on Image of Official Communication and Perceived of Tourists of Tianmu Mountain

基于为塑造天目山景区品牌形象、优化旅游营销计划、提升游客满意度和重游意愿提供数据和理论依据的研究目的,本文以游客网络游记和在线评论及官方传播文本为样本,采用网络文本分析法和社会网络分析法,量化分析天目山景区旅游形象在供需视角的差异,明晰天目山景区的旅游形象定位。研究发现:(1)天目山、大树、森林、自然、农家乐等词汇是官方传播和游客对天目山旅游形象的高度概括;(2)游客感知的天目山景区形象与官方传播形象存在差异,主要表现在官方传播主要以天目山为核心,特别注重对天目山历史文化的传播,游客的感知主要是森林、大树、空气清新等,其次是两者感知的区位条件的差异;(3)游客的消极情绪主要来自四个方面,门票贵性价比不高、爬山累、趣味性不强、景区交通不便。建议官方传播结合天目山大树、空气清新、农家乐、自然教育等进行形象的塑造;积极及时完善信息供给,保持官方信息的完整性;丰富旅游项目,提升趣味性。

Based on online(https://www.ctrip.com,https://www.ly.com/)travel notes and reviews of tourists,and official communication texts,analysis were carried out on their difference of image of Tianmu Mountain in Zhejiang province by network text classification and social network analysis.The result demonstrated that Tianmu Mountain,large tree,forest,nature and agritainment were the same high-frequency words of Tianmu Mountain image in official communication and tourists.There were differences of image between tourist and the official communication.The official communication mainly focuses on Tianmu Mountain,especially on it’s history and culture,while tourist on forests,large trees,and fresh air.The difference also was in the location.The negative responses of tourists mainly came from expensive tickets,tired climbing,not interesting,and inconvenient traffic.Suggestions were put forwarded such as supplementing images by the official communication with large tree,fresh air,agritainment,natural education etc.improving the information,and enriching programs and interest of the tour.