网红经济时代旅游地意象塑造演化的过程机制研究——以“淄博烧烤”为例

Study on the process mechanism of image shaping and evolution of tourism destination in the era of Internet celebrity economy——A case study of“Zibo Barbecue”

聚焦网红旅游地淄博,参照网络文本分析法,探究旅游地和游客多主体间互动推动旅游地意象持续塑造演化过程机制。结果显示:(1)网红经济时代“淄博烧烤”意象是在旅游地和游客互动耦合下被塑造并不断叠加演化;(2)意象演化经历了网络发酵期、政府主导期、游客自发期和意象回稳期,各阶段意象驱动力分别是网络媒介、政府主体、游客行为和稳固意象,且演化过程类似旅游地生命周期理论,但因网红经济特性,其生命周期时长及演化速度有所不同;(3)居民以积极参与和热情态度一改“主客”不平衡关系,勾勒出良好意象的清晰事实,凸显其在意象塑造中的地位和作用。

Focusing on the Internet celebrity tourism destination Zibo,this paper explored the process mechanism of the interaction between tourism destination and tourists to promote the continuous shaping and evolution of tourism destination image.The results showed that:①The image of“Zibo Barbecue”in the era of Internet celebrity economy was shaped and constantly superimposed under the interaction and coupling of tourist destination and tourists.②The evolution of image went through the Internet fermentation period,the government-led period,the tourists′spontaneous period and the image stabilization period.The driving forces of image in each stage are network media,government subject,tourist behavior and stable image respectively,and the evolution process was similar to the tourism destination life cycle theory,but due to the economic characteristics of Internet celebrities,their life cycle duration and evolution speed were different.③Residents actively participate and enthusiastically changed the imbalance between the subject and the object,outlining clear facts of good imagery and highlighting its position and role in image shaping.