乡村旅游目的地官方投射与游客感知偏差研究——以苏州林渡暖村为例

Research on the Official Projection and Tourist Perception Bias of Rural Tourism Destinations—A Case Study of Lindu Warm Village in Suzhou

以林渡暖村为例,收集官方宣传文本及游客点评为数据源,借助ROST CM等软件进行分析,探讨二者构建的乡村旅游目的地形象的异同。结果表明:林渡暖村官方投射与游客感知存在一定偏差,官方营造的是乡野体验、自然教育、亲子娱乐、户外拓展等功能为主的一站式乡野度假目的地,游客则侧重于对自然风光及农业景观的感知;官方着重宣传的体验类项目在游客感知中占比较低,游客对交通食宿等配套服务具有一定需求,但官方在这方面缺少投射;官方及游客对林渡暖村的情感评价都以积极为主,官方的积极情绪高于游客,游客的消极情绪主要体现在管理服务缺失、景观效果不理想等方面。基于研究结果,从紧抓旅游资源、串联优势业态、完善配套服务3方面提出建议,以期为林渡暖村后续提升提供科学依据。

Taking Lindu Warm Village as an example,this paper collects official promotional texts and tourist reviews as data sources,and analyzes them with the help of ROST CM and other software to explore the similarities and differences between the two rural tourism destination images.The results show that there is a certain deviation between the official projection of Lindu Warm Village and the perception of tourists,and the official creation is a one-stop rural vacation destination with functions such as rural experience,nature education,parent-child entertainment,and outdoor development,while tourists focus on the perception of natural scenery and agricultural landscape.The experiential projects that the government focuses on promoting account for a relatively low proportion of tourists’perception,and tourists have a certain demand for supporting services such as transportation,accommodation and accommodation,but the official lacks projection in this regard.The emotional evaluation of Lindu Warm Village by officials and tourists was mainly positive,and the positive emotions of the officials were higher than those of tourists,and the negative emotions of tourists were mainly reflected in the lack of management services and unsatisfactory landscape effects.Based on the research results,some suggestions were put forward from three aspects:grasping tourism resources,connecting advantageous business formats,and improving supporting services,in order to provide a scientific basis for the follow-up improvement of Lindu Warm Village.