计划行为理论视角下哈尔滨冰雪旅游产业现状、问题及对策研究

Analyzing the Present State, Challenges, and Countermeasures of the Ice and Snow Tourism Industry in Harbin from the Perspective of Theory of Planned Behavior

基于计划行为理论构建游客“感知价值—满意度—忠诚度”的理论模型和公共管理的三部门模型,本文以2023年底哈尔滨现象级旅游爆火为案例,梳理哈尔滨冰雪旅游爆火历程,讨论哈尔滨旅游热中存在的游客爆发性涌入所造成的环境承载饱和、拟人化热梗传播中变味引发负面批评和全季旅游缺乏核心竞争力问题。本文结合淄博、村超等新型网红城市爆火的路径对比分析,提出如下建议:(1)老牌网红城市“翻红”需深入挖掘自身特色旅游资源;(2)运用互联网思维促进目的地形象转型;(3)真诚对待负面舆论,提升旅游公共服务质量;(4)加强多元主体共建。

Based on the theoretical model of"perceived value-satisfaction-loyalty"of tourists constructed by the Theory of Planned Behavior and the three-department model of public management,this paper,taking Harbin's phenomenal tourism boom at the end of 2023 as an example,sorts out the process of Harbin's ice and snow tourism boom and discusses issues such as environmental oversaturation due to massive influx of tourists in Harbin travel boom,negative criticism caused by the spread of anthropomorphic memes,and lack of core competitiveness of all-season tourism.Based on the comparative analysis of emerging internet celebrity cities such as Zibo and Village Super League,this paper presents the following suggestions:(1)The existing internet celebrity cities should unearth their unique tourism resources;(2)Employ internet-oriented strategies to promote the transformation of the destination's image;(3)Address negative public perceptions sincerely and enhance the quality of tourism public services;(4)Enhance co-construction of various stakeholders for mutual development.