旅游凝视视域下爱达地中海号邮轮OGC与TGC的分异与合和

The Differentiation and Harmony of AIDA Mediterranean Cruises OGC and TGC from the Perspective of Tourism Gaze

旅游凝视是一种观察、体验的交互性双向行为。基于IPA模型对爱达地中海号邮轮进行职业生成内容(OGC)和旅游者生成内容(TGC)分异与合和进行研究。研究发现:(1)职业生成内容方面,营销氛围渲染不足,倾向于固化的客观陈述,用词的丰富度及情感色彩较弱,且在关注视角上侧重于邮轮公司、邮轮文化、邮轮特色等方面,而对TGC的具体邮轮体验、邮轮设施、邮轮服务关注不足。(2)旅游者生成内容对爱达地中海号邮轮情感评价整体较为正面积极,少数的消极情感主要涉及邮轮餐饮、邮轮住宿、邮轮服务和运营管理四个方面。(3)结合IPA模型从继续保持区、供给过度区、机会发展区和重点改进区等方面提出相关优化策略。

Tourism gaze is an interactive two-way behavior of observation and experience.Based on the IPA model,this article studies the differentiation and integration of career generated content(OGC)and tourist generated content(TGC)on the AIDA Mediterranean cruise ship.The results show that:(1)In terms of projecting image,the official marketing atmosphere is not sufficiently rendered,tends to solidify the objective statement,the richness and emotional color of the words are weak,and the focus is on cruise companies,cruise culture,cruise characteristics,etc.,while the projection of specific cruise experience,cruise facilities and cruise services that tourists pay attention to is insufficient.(2)The overall emotional evaluation of AIDA Mediterranean cruises was positive,and a small number of negative emotions mainly involved four aspects:cruise catering,cruise accommodation,cruise service and cruise management.(3)Combined with the IPA model,the official marketing projection of cruise ships is divided into the aspects like:Continue to maintain area,supply excess area,opportunity development area and key improvement area,and relevant optimization strategies are proposed.