内河游轮官方投射形象与游客感知形象的分异与合和

The Difference and Harmony Between the Official Projection Image of the River Cruise Ship and the Perceived Image of Tourists

旅游凝视是一种观察、体验的交互性双向行为。基于IPA模型对长江内河游轮进行官方投射形象和游客感知形象分异与合和进行研究。研究发现:(1)官方投射形象方面,营销氛围渲染不足,倾向于固化的客观陈诉,用词的丰富度及情感色彩较弱,且在关注视角上侧重于游轮公司、行程文化、游轮设计等方面,而对游客感知形象的具体游轮产品、游轮设施、游轮服务关注不足。(2)游客感知形象情感评价整体较为正面积极,少数的消极情感主要涉及游轮餐饮、游轮服务和运营管理三个方面。(3)结合IPA模型着重从供给过度区、机会发展区和重点改进区等三个方面提出相关改进优化策略。

Tourism gaze is an interactive two-way behavior of observation and experience.Study the differentiation and harmony of the official projected image and the perceived image of tourists on the Yangtze River inland river cruise ship based on the IPA model,the results show that:(1)In terms of official projection image,the marketing atmosphere is not sufficiently rendered,tends to solidify the objective presentation,the richness and emotional color of the words are weak,and the focus is on cruise companies,itinerary culture,cruise ship design,etc.,while the specific cruise products,cruise facilities and cruise services that focus on the perceived image of tourists are insufficient.(2)The overall emotional evaluation of tourists’perception image is relatively positive,and a few negative emotions mainly involve three aspects:cruise catering,cruise service and operation management.(3)Combined with the IPA model,the relevant improvement and optimization strategies are put forward from three aspects:oversupply area,opportunity development area and key improvement area.