近邻型古村落旅游地意象对比与优化研究——以西递、宏村为例

Comparative study of neighboring ancient villages--Taking Xidi and Hongcun as examples

旅游地意象是吸引旅游者的关键因素。本文以西递、宏村为例,采用内容分析等方法对收集到的网络游记进行分析,探索其意象特征。结果发现:①旅游地意象系统表征包括服务意象、文化意象、地方意象、景观意象和情感意象5个维度,西递与宏村具有差异性;意象元素感知有共性也有差异性,感知高频词频数呈“长尾”分布特征;意象要素感知西递的古建筑景观表达和历史性呈现较明显,宏村的水韵表达和古韵呈现较明显。②游客积极倾向和乐观评价整体不高,非肯定性情感评价不低,积极情绪占比宏村略高于西递,中性情绪占比西递略高于宏村,消极情绪占比宏村明显高于西递。③整体意象表现主题同质化程度高,可归纳为本真性意象、商业性意象以及休闲性意象。

The image of tourism area is a key factor to attract tourists.Taking Xidi and Hongcun as examples,this paper used content analysis to analyze the online travel notes and explore their image characteristics.The results showed that:①The representation system included service,culture,landscape etc.Image elements perception had similarities as well as differences and perception frequency distribution was characterized by a"long tail",and the image elements perception of the ancient architecture of Xidi and water and ancient buildings of Hongcun was obvious.Positive tendency and optimistic evaluation of tourists were not high,and non-positive emotional evaluation were not low.②The proportion of positive emotions was slightly higher than that of Xidi.The proportion of neutral emotions had an opposite trend.And the proportion of negative emotions was obviously higher than Xidi.The overall image showed a high degree of theme homogeneity,which could be summarized as the original image,commercial image and leisure image.