国家公园官方投射形象与游客感知形象对比研究——以武夷山国家公园为例

Offi cial Projected Image and Tourists’Perceived Image in National Parks:A Case of Wuyishan National Park

国家公园作为我国生态文明成就体现的重要场域之一,促进其投射与感知形象的契合是提高国民认同度的关键点。本研究以武夷山国家公园为例,收集武夷山国家公园官方宣传文本与携程旅行网站游客评论文本,基于旅游凝视理论,利用隐含狄利克雷分布(LDA)主题模型方法,对武夷山国家公园官方投射形象与游客感知形象进行对比分析。结果表明:(1)网络语境下国家公园形象可归纳为自然资源、文化资源、旅游体验、设施服务、价值地位5个维度;(2)“投射—感知”形象的核心高频词重合率仅为1/3,官方宣传内容的广泛性与游客感知体验的具体性有较大差别;(3)分维比较显示,自然资源维度的“投射—感知”形象契合度高,其他维度均存在错位现象。在此基础上,本研究运用二维象限法,构建了国家公园形象的维持区域、优势区域和改进区域,并针对各区域特点提出了基于国家公园管理组织主导的策略建议。

National parks are one of the most important fi elds to highlight the achievements of China’s ecological civilization.The key to improving national identity is making the projected image fi t the perceived image of national parks.Considering Wuyishan National Park as an example,this study collects Ctrip reviews and offi cial publicity texts on Wuyishan National Park.Based on the tourist gaze theory,we use the latent Dirichlet allocation(LDA)theme model to analyze the similarities and differences between the official projected image and tourists’perceived image of the national park.We obtain the following results:(1)National parks’image in the network context contains five dimensions—natural resources,cultural resources,tourist experience,facilities and services,and value status.(2)From the perspective of the core high-frequency words of image cognition,the coincidence rate of projected and perceived image is only 1/3.The broadness of the offi cial propaganda is in sharp contrast to the specifi city of tourists’perceptions and experiences.(3)The comparison of diff erent dimensions reveals that the natural resources dimension exhibits a high degree of projected and perceived image fi t,while dislocation exists regarding other dimensions.Accordingly,we use the two-dimensional quadrant method to construct three regions of the national park image:maintenance,advantage,and improvement regions.According to the characteristics of diff erent regions,strategic suggestions are proposed based on the leadership of national park management organizations.