山岳型景区旅游意象感知共识地图分析——以黄山风景区为例

Consensus Map Analysis of Tourist Destination Image in MountainScenic Spots:A Case Study of Huangshan Mountain

详细描述并解构旅游意象对于山岳型景区可持续发展具有重要意义。文章以安徽黄山为案例地,运用隐喻抽取技术,以受访者提供的照片为出发点进行半结构化访谈,提取构念,聚集共识,绘制黄山旅游意象感知共识地图。研究发现:黄山旅游意象感知共识地图共包括43个共识构念,其中起始构念19个,连接构念15个,终结构念9个;黄山旅游意象主要由雄奇瑰丽的山岳景观、山水之间的文化气息、苦乐交织的攀登旅程以及提供便利的观光设施构成;对旅游者吸引力最大的区域集中分布在10个标志性游览区(点)周围,其他引发意象感知的景观分布在攀登路线以及缆车线路上。

The detailed description and deconstruction of the tourism image are of great significance for the sustainable development of mountainous scenic spots.This paper took Mount Huangshan in Anhui province as a research area,using the Zaltman Metaphor Elicitation Technique,taking the photos provided by the interviewees as the starting point,extracting constructs,collecting consensus,drawing a consensus map of the Huangshan tourism destination image.The results indicate that the consensus map of Mount Huangshan contains 43 consensus constructs,including 19 original constructs,15 related constructs and 9 final constructs.The tourist destination image of Huangshan is primarily composed of magnificent and beautiful mountain scenery,cultural atmosphere behind the natural scenery,challenging climbing journey with mixed joys and hardships,as well as convenient sightseeing facilities,among which mountain scenery is the most rich and strong perception of Huangshan.The most attractive areas for tourists are concentrated around the 10 iconic tourist areas(points),and other landscapes that trigger image perception are distributed on climbing routes and cable car lines.