沈阳市滑雪目的地感知形象模型构建——以沈阳市四大滑雪场为例

Building a Model for Perceived Image of Skiing Destinations in Shenyang City——A Case Study of Four Major Ski Resorts in Shenyang City

本文从消费者视角出发,以沈阳市四大滑雪场为研究案例地点,采用文献资料法、扎根理论、网络文本分析法等研究方法,对收集到的数据进行开放式编码、主轴编码和选择性编码三级编码。在探讨消费者对沈阳市滑雪目的地形象的感知过程中,本文识别并提炼出5个初始范畴,即标签形象、标志形象、服务形象、功能形象和体验形象,进一步分析得到2个主范畴,即碎片形象与符号形象,最终将“沈阳市滑雪目的地的感知形象构成”界定为一个核心范畴。

This study adopts a consumer perspective and focuses on the four major ski resorts in Shenyang City as the research case.Using research methods such as literature review,grounded theory,and network text analysis,the collected data was subjected to open coding,axial coding,and selective coding at three levels.By exploring the perception process of consumers towards the skiing destination image of Shenyang City,this study identifies and refines five subcategories:label image,symbol image,service image,functional image,and experiential image.Further analysis reveals two broader categories:fragmented image and symbolic image.Ultimately,the study defines the“formation of the perceived image of skiing destinations in Shenyang City”as a core category.