基于社会图式理论的目的地形象错位与调控研究——以丁真现象为例

Research on the Destination Image Mislocation and Regulation Based on Social Schema Theory——A Case Study on Ding Zhen Phenomenon

形象对旅游目的地可持续发展的重要作用已成共识,但囿于刻板印象和认知复杂性,旅游形象与真实的目的地并不总是匹配,甚至存在偏差,对这种形象错位需要给予更多关注。文章从“四川丁真带火西藏”现象切入,应用内容分析法、图式分析法和物种多样性评价方法,系统分析调控前后用户评论数据,总结概括其中的形象错位现象、形成原因及调控结果。结果表明:1)形象错位受刻板形象的直接影响,由人的认知规律支配,地理相似性和文化交互性是形象错位产生的动力因素,当实际形象与刻板形象不匹配时,就会产生形象错位,而形象错位的影响通常是负面的;2)外部信息是调控形象错位的关键,新信息注入能够有效突破既有图式,产生新的图式,从而调控形象错位;3)社交媒体能够使形象错位的调控效果最大化;4)与形象符号关联较远的要素及图式容易得到修正,而联系紧密的部分调控效果有限,此外,与目的地紧密相关的自然地理图式,尤其是社会经济图式调控效果显著,对目的地营销实践也更具价值。

The tourism destination image(DI)plays a significant role in both the sustainable development of a destination and the decision-making and behavior of tourists.However,this DI is susceptible to influence from stereotypical perceptions,subjective cognition,and other factors,leading to a discrepancy between people's perception of a destination and its actual reality,if the perceived image symbols are related to the other destinations,it would ultimately resulting in image mislocation(IML).Despite the prevalence of this phenomenon in reality,scholars have given it relatively little attention,while the investigation of the formation and evolution of IML holds significant theoretical and practical implications.Consequently,this article initiates its inquiry by examining how Sichuan's handsome boy,Ding Zhen,make Xizang a hot tourism destination.The objective is to delve into the underlying IML associated with the Ding Zhen incident and its regulatory mechanisms.To achieve this,the study utilizes the content analysis method,schema analysis method,and species diversity evaluation method to conduct a comprehensive analysis of microblog user comments,both pre and post regulation.The study identifies four conclusions.Firstly,IML is influenced by stereotypical images and governed by cognitive principles.When the actual image mismatches from the stereotypical image,IML arises.Secondly,the incorporation of external information plays a crucial role in the regulation of IML,as the introduction of novel information has the potential to disrupt existing schemata and foster the development of new ones.Thirdly,social media platforms have the capacity to amplify the impact of IML regulation.The widespread utilization of social media has facilitated the dissemination of information on a broader scale,thereby enhancing the effectiveness of regulation.Nevertheless,it is important to acknowledge that social media itself can also serve as a direct catalyst for IML,as exemplified.Fourthly,the components and structures that are distantly associated with image symbols exhibit a higher degree of malleability,whereas the components that are closely linked possess restricted regulatory influences.Consequently,this investigation contributes to the existing body of knowledge in several ways.Primarily,it introduces the novel notion of IML,elucidates its manifestation and underlying factors,and emphasizes the significance of IML among scholars.Subsequently,the data was subjected to schema analysis and species diversity evaluation methods.This study presents a comprehensive analysis of previous schema image analysis methods,while also incorporating the assimilation-accommodation theory into the process of DI regulation.Additionally,the study enriches the application of the species diversity evaluation method.Furthermore,the evaluation and summary of the regulation effect of IML offer valuable insights for promptly correcting any mislocation,thereby holding practical significance in regulating stereotypical images and facilitating effective tourism marketing.