基于网络文本分析的无锡拈花湾景区旅游投射形象和感知形象对比研究

Projected Image and Perceived Image of Wuxi Nianhua Bay Scenic Area Tourism:A Comparative Study Based on Network Text Analysis

基于形象感知理论和网络传播学理论,采用网络文本分析工具对无锡拈花湾景区官方投射形象与游客感知形象进行比较分析。研究发现:两者在旅游吸引物、旅游环境、旅游设施与服务、旅游体验等方面存在一定的异同,其中旅游吸引物的游客感知形象与官方投射形象的一致性较高,旅游设施和服务的游客感知形象与官方投射形象存在较大偏差。通过IPA模型分析提出建议:在维持区域,应继续保持并强化优势;在改进区域,应加大对景区人员服务、停车服务、交通服务等的宣传力度;在机会区域,可以与周边景区互动,延长游客逗留时间,增加旅游消费;在优势区域,应充分利用天然优势,开发适合不同游客群体的旅游新产品。

Based on the theories of image perception and online communication,this paper uses network text analysis tools to conduct a comparative analysis of the officially projected image and the tourists'perceived image of Wuxi Nianhua Bay scenic area.The results show that there are certain similarities and differences between the two in terms of tourist attractions,tourist environment,tourist facilities and services,tourist experience,and so on.Among them,the consistency between the tourists'perceived image and the officially projected image of tourist attractions is relatively higher,while there is a significant deviation between the tourists'perceived image and the officially projected image of tourist facilities and services.Suggestions are made through IPA model analysis.In the maintenance area,the advantageous aspects should be maintained and strengthened;in the improvement area,efforts should be made to increase the promotion of personnel,parking,and transportation services;in the opportunity area,interactions with surrounding scenic spots should be made to prolong tourists'stay and increase tourism consumption;in the advantage area,natural advantages should be fully utilized to develop new tourism products suitable for different tourist groups.