隐喻抽取技术及其在旅游研究中的应用

Zaltman metaphor elicitation technique and its application in tourism research

隐喻抽取技术(ZMET)能够深入探究被调查者的期望与需求,是旅游研究的重要方法,值得探讨其在旅游研究中的应用。本文通过梳理国内外ZMET及其在旅游研究中的应用,得到结果如下:(1)ZMET已在市场营销、品牌建设、形象认知和产品设计等领域应用广泛且较为成熟,但在旅游研究中应用略弱且存在研究视角较少和研究对象局限等问题;(2)已有ZMET应用拓宽了旅游研究的深度,尤其在挖掘旅游者潜意识中的意图与期望方面具有优势,有益于进一步深化旅游研究;(3)ZMET在旅游研究中会受到旅游者主观性、图片选取、技术抽取手段等影响,但仍可通过分析构念间的关系,为单一存在的构念延伸更广阔的解释空间,深入了解受访者想法,证实研究结果的有效性。基于此,本文对ZMET及其在旅游研究中的应用进行系统介绍,以期进一步促进对旅游地本身、旅游形象感知等领域研究的发展。

Zaltman metaphor elicitation technique(ZMET)is an important method that could deeply explore respondents’expectations and needs,and its potential application in tourism research is worthy of further investigation.Through a comprehensive review of the use of ZMET in tourism research both domestically and internationally,this paper reveals several key findings.Firstly,the application of ZMET has achieved widespread and mature use in fields such as marketing,brand building,image recognition,and product design,it is somewhat less developed in tourism research,with limited research perspectives and objects.Secondly,the application of ZMET has the potential to broaden the depth of tourism research,particularly in the identification of tourists’subconscious intentions and expectations,which is critical for furthering tourism research.Thirdly,while ZMET in tourism research is subject to tourists’subjectivity,picture selection,and technology extraction methods,it still provides a wider interpretation space for single constructs by analyzing the relationship between constructs,deeply understanding interviewees’thoughts,and verifying research results’validity.Based on these findings,this paper systematically explores the potential application of ZMET in tourism research,with the goal of promoting the development of tourism destinations,tourism image perception,and other relevant fields.