UGC模式下兰州市旅游目的地形象感知及传播策略研究——以小红书APP为例

Research on image perception and communication strategy of Lanzhou City tourist destination under UGC mode—Taking Xiaohongshu APP as an example

伴随互联网及线上旅游平台日新月异的发展,平台用户生产内容(UGC)对游客出游行为的影响占比逐渐增大,越来越多的游客选择UGC模式的网络游记作为获取景区信息和旅游咨询的重要渠道.因此,借助UGC模式网络文本分析游客对旅游目的地的评价成为研究旅游目的地形象感知和传播效果的有效方法.本研究借助ROST Content Mining 6.0分析工具和GIS空间分析工具对小红书APP中“兰州旅游”相关内容进行目的地形象的感知和传播的分析,结合列斐伏尔的空间生产理论对兰州市提升旅游形象和旅游传播提出建议.

Along with the gradual development of the internet and online tourism platforms,the influence of platform user-generated content(UGC)on tourists'travel behaviour has gradually increased,and more and more tourists choose UGC-mode online travelogues as an important channel for obtaining scenic spot information and tourism advice.It is an effective method to study the image perception and communication effect of tourist destinations.This study analyses the perception and dissemination of destination image with the help of ROST Content Mining 6.0 analysis tool and GIS spatial analysis tool on the content related to“Lanzhou Tourism”in Xiaohongshu APP,and puts forward suggestions to enhance the tourism image and dissemination of tourism in Lanzhou city by combining with Lefebvre's spatial production theory.The analysis is based on Lefebvre's theory of spatial production.