国外旅游目的地形象修复研究进展

An Overview of the Progresses in International Researches on Tourism Destination Image Repair

旅游危机发生后,旅游目的地形象极易受损且难以短期恢复。当负面形象主导了游客对目的地的感知,会导致目的地的刻板印象,甚至污名化,并且一经形成便难以改变。基于此,目的地形象修复受到国外旅游危机研究领域的关注。文章基于国外目的地形象修复相关文献,对目的地形象修复研究内容、理论框架演变,以及社交媒体对其影响分别进行了梳理和总结。研究发现,目的地形象修复研究内容历经了危机沟通、恢复营销、形象修复分析框架、社交媒体影响4个阶段。早期目的地形象修复理论框架由危机沟通领域发展演化而来,但尚未纳入社交媒体的影响。社交媒体不仅为目的地形象修复提供新的沟通工具,也重塑游客在危机沟通中的权利和角色。因此,未来目的地形象修复理论发展需要进一步探讨社交媒体的影响。

The image of a destination’s is easily damaged and difficult to recover quickly after a tourism crisis,and when a negative image dominates the tourists’perception of the destination,such an image is also known as a label,stereotype or stigma,which is hard to change.Accordingly,destination image repair has become a core concern in international researches on tourism crisis.Based on the literature on destination image repair abroad,this study reviewed its research history,the evolution of relevant theories,and social media’s influences on destination image repair,analyzed four stages with different research focuses namely,including crisis communication,recovery marketing,image repair strategies and social media influences.The study concluded that social media impacts should be considered and explored in developing future destination image repair theory because the early theoretical framework of destination image repair evolves from the classic crisis communication theory,and it still hasn’t incorporated the impacts of social media,which provides a new communication tool for destination image repair and reshapes the power and role of tourists in crisis communication.