基于“认知-情感”模型的入境旅游目的地形象感知时空分异研究--以上海市为例

Spatial-temporal differentiation of inbound tourism destination image based on″cognitive-affective″model:a case study of Shanghai

入境旅游目的地形象是入境旅游者做出旅游决策的重要依据,其时空分异规律对旅游目的地的精细化管理具有重要意义,研究采用计算机深度学习技术解读旅游图片,根据“认知-情感”模型从图片中获取入境旅游目的地认知形象和情感形象,再借助GIS对旅游目的地形象进行时空分析,从而深入探究入境旅游目的地形象感知的时空分异状况。研究结果表明:①入境旅游者的认知结构会随着年份变化而改变,季节变化对其影响较小。②自然景观与物质文化是入境旅游者最关注的内容,且这两类认知在空间格局上高度趋同。③上海市整体情感形象表现为正面形象,负面情感在旅游旺季时易出现。④在上海市旅游旺季期间,旅游者正面情感形象的地理集中程度最高,负面情感形象地理集中程度最低。最后对上海市入境旅游目的地优化提出建议。

The image of inbound tourism destinations is an important basis for inbound tourists to make tourism decisions,and its spatiotemporal differentiation law is of great significance for the refined management of tourism destinations.Computer deep learning technology is used to interpret tourism pictures,so as to obtain the cognitive image and emotional image of inbound tourism destinations from the pictures according to the″cognitive-affective″model.Then GIS is used to analyze the spatial and temporal analysis of tourism destination image,so as to deeply explore the spatial and temporal differentiation of inbound tourism destination image perception.The research results are as follows:①the cognitive structure of inbound tourists changes with years,and the impact of seasonal changes is relatively small.②Natural landscape and material culture are the most concerned contents of inbound tourists,and these two types of cognition are highly similar in spatial pattern.③The overall emotional image of Shanghai is manifested as a positive image,while negative emotions are prone to appear during the peak tourism season.④During the peak tourism season in Shanghai,the geographical concentration of tourists′positive emotional images is the highest,while the geographical concentration of negative emotional images is the lowest.Finally,based on the above conclusions,suggestions are proposed for optimizing inbound tourism destinations in Shanghai.