北京冬奥会举办前后北京旅游国内感知形象对比研究

Comparative Study on Beijing Tourism Domestic Perception Image Before and After the Olympic Winter Games Beijing 2022

基于游客感知价值理论与网络传播学相关理论,通过前后对比研究,利用ROST CM 6与Gephi 0.9.5软件探究2022年北京冬奥会举办前后北京旅游国内感知形象变化。结果表明:(1)冬奥会成功举办后,北京关于冬奥会的形象特征得到一定程度凸显。(2)冬奥会举办前后游客的形象感知维度具有差异性,北京国际化形象感知得到提升。冬奥效应仍在持续释放,短时期内游客感知变化不明显,冬奥要素相关组群尚未形成。(3)游客情感以积极情感为主,中性情感为辅,整体呈现积极转向。据此提出通过打造“双奥之城”城市品牌、提高民众冰雪运动热情、打造高质量冰雪IP形象来发挥“后冬奥会时期”的“长尾效应”。

Based on the theory of tourists’perceived value and the related theories of online communication,through the comparative study before and after,this paper explores the changes of Beijing tourism’s domestic perceived image after the Winter Olympic Games Beijing 2022 by using the software of ROST CM 6 and Gephi 0.9.5.The findings are as follows:(1)After the successful hosting of the Winter Olympics,Beijing’s image characteristics about the Winter Olympics have been highlighted to some extent.(2)Tourists’image perception dimensions are different before and after the Winter Olympics,and Beijing’s international image perception has been improved.The Winter Olympics effect is still being released,and the change of tourists’perception is not obvious in a short period of time,and the related groups of winter Olympics elements have not yet formed.(3)Tourists’emotions are mainly positive emotions,supplemented by neutral emotions,and the overall trend is positive.Based on this,it is put forward that the“Long Tail Effect”in the post-Winter Olympics period can be exerted by building the city brand of“Double Olympic City”,improving people’s enthusiasm for ice and snow sports and creating a high-quality IP image of ice and snow.