休闲街区型夜间旅游产品旅游意象研究——以黄兴南路步行街为例

Research on tourism image of leisure block night tourism products:a case of Huangxing South Road

夜间旅游是夜经济的重要组成部分和现代旅游发展的重要推力.以黄兴南路步行街为研究对象,采用内容分析法、扎根理论和IPA分析法对休闲街区型夜间旅游产品旅游意象特征、分类和评价进行分析,获得以下结论:(1)休闲街区型夜间旅游产品旅游意象高频词涉及旅游资源、旅游环境、身体体验、旅游活动、整体感知和旅游设施,大部分游客持积极情绪,“长沙”“人流量”“小吃”是最核心和深刻的印象.(2)休闲街区型夜间旅游产品旅游意象包括夜间旅游设施、夜间旅游活动、夜间旅游环境、身体体验、情感与意动意象、休闲街区夜间景观共6个主范畴及25个初始范畴,夜间旅游者从刚进入到离开休闲街区过程中,依次产生了认知意象、情感意象和意动意象.(3)IPA分析结果表明,黄兴南路步行街的大部分夜间旅游者总体满意度较高,对“临时性商业互动”的评价最好,对“安全管理”的满意度最低,对于“餐饮体验”和“游人特征”的感知最强.

Night tourism is a crucial aspect of the night economy and an important thrust of modern tourism development.Taking Huangxing South Road as an example,content analysis,the grounded theory and IPA are used to analyze the characteristics,classification and evaluation of tourism image of leisure block night tourism products.It is found that:(1)The high-frequency words of tourism image of leisure block night tourism products involve tourism resources,tourism environment,physical experience,tourism activities,overall perception and tourism facilities.Most tourists hold positive emotions.'Changsha','population flow'and'snacks'are the core and profound impression.(2)Tourism image of leisure block night tourism products includes night tourism facilities,activities,environment,body experience,affective and motivational image,night landscape,a total of 6 main categories and 25 initial categories.From entering to leaving the leisure block,night tourist produce the cognitive image,affective image and motivational image in turn.(3)According to the IPA analysis results,the degree overall satisfaction of most night-time tourists in Huangxing South Road is high.Regarding different factors,the highest level of satisfaction that they exhibit is for“temporary business interaction”,while the satisfaction level for“safety management”is the lowest.Moreover,they have the strongest perception of“dining experience”and“tourist characteristics”.