基于质性分析的九华山游客旅游商业化感知研究

Research on the Perception of Tourism Commercialization of Jiuhua Mountain Based on Qualitative Analysis

以九华山为例,通过收集旅游商业化网络文本,运用ROST和Nvivo11软件进行词频、语义网络和编码分析,基于游客视角分析九华山旅游商业化的表现形式,从旅游商业价格、旅游空间环境、社会文化环境、旅游商业秩序、商业服务质量以及总体感知六个维度对旅游商业化感知进行解读,发现旅游商业价格和旅游商业秩序是游客感知最高的维度,最后从落实政策法规、延伸旅游产业链、加强景区管理、优化旅游环境等方面提出九华山旅游商业化管控措施。

Taking Jiuhua Mountain as an example,by collecting tourism commercialization network texts and using ROST and Nvivo 11 software for word frequency,semantic network and coding analysis,this paper analyzes the manifestations of tourism commercializaiton in Jiuhua Mountain from the perspective of tourists.The perception of tourism commercialization is interpreted from six dimensions:tourism commercial price,tourism spatial environment,social and cultural environment,tourism commercial order,commercial service quality,and the overall perception.It was found that tourism commercial price and tourism commercial order are the highest dimensions perceived by tourists.Finally,measures for controlling the tourism commercialization in Jiuhua Mountain were proposed from the aspects of implementing policies and regulations,extending the tourism industry chain,scenic management,and optimizing the tourism environment.