对森林旅游景区形象感知的分析与研究——以重庆仙女山5A级景区为例

Analysis and Research on Perception of the Forest Tourist Scenic Area Image--Taking the 5A Level Scenic Area of Fairy Mountain in Chongqing City as an Example

旅游形象是影响旅游决策的重要因素。本文以重庆仙女山5A景区为对象,利用用户生成内容(UGC)为基础数据,对其旅游形象感知进行分析。研究发现:(1)草原、火车、森林、公园是游客对仙女山景区旅游形象的基本认知,体现了景区森林旅游资源特色突出;(2)海拔、门票、滑雪、拍照、避暑、胜地分别体现了仙女山景区空间、资源、服务和体验认知形象;(3)社会网络和语义图呈现“核心-外围”圈层结构,以武隆,仙女山、草原、森林为核心,“草原-火车”、“公园-森林”、“武隆-重庆”是网络图中联系较为紧密的关系链;(4)游客对仙女山风景区情感倾向以积极为主;(5)游客对仙女山景区体验感知期望值较高,但实际满意度较低,旅游形象核心感知要素期望值和满意度都较低。今后仙女山国家森林公园5A级景区应重视人文旅游资源的推广,打造多元化旅游产品;加强智慧景区建设,提升游客旅游体验质量。

Tourism image is an important factor affecting the tourist decision-making.This article takes the 5A Fairy Mountain Scenic Area in Chongqing City as the object,and uses User Generated Content(UGC)as the basic data to analyze its tourism image perception.Research has found that:(1)The grasslands,trains,forests,and parks are the basic perceptions of tourists towards the tourism image of Fairy Mountain scenic area,which reflects the prominent characteristics of forest tourism resources in the scenic area;(2)The altitude,admission tickets,skiing,photography,summer vacation,and tourist attractions respectively reflect the spatial,resource,service,and experiential cognitive image of the Fairy Mountain scenic area;(3)The social network and semantic graph present a“core periphery”hierarchical structure,with Wulong,Fairy Mountain,grasslands,and forests as the core.The“Grasslands-trains”,“Parks-forests”,and“Wulong-Chongqing”are closely related chains in the network graph;(4)Tourists tend to have a positive emotional tendency towards the Fairy Mountain Scenic Area;(5)Tourists have high expectations for the experience of Fairy Mountain scenic area, but their actual satisfaction is low. The core perception elements of tourism image have low expectations and satisfaction. In the future, the 5A level scenic area of Fairy Mountain National Forest Park should attach importance to the promotion of cultural tourism resources and create diversified tourism products, and strengthen the construction of smart scenic spots and improve the quality of tourist experience.