基于游客评语分析的前童古镇旅游目的地形象感知研究

Research on the Perception of the Tourist Destination Image of Qiantong Ancient Town Based on Tourist Comment Analysis

随着科技的不断进步,旅游目的地形象的塑造和传播方式发生了巨大的变革。借助网络平台,旅游目的地可以精准地定位潜在游客,传递独特的旅游文化和魅力。本文采用扎根理论对评语文本数据进行三级编码分析,从认知形象、情感形象和整体形象三个维度对前童古镇形象进行研究,得出了游客视角下的前童古镇旅游目的地形象。研究结果发现,前童古镇旅游发展仍存在不足之处。针对不足之处,提出了优化前童古镇旅游形象感知的建议。

With the continuous advancement of technology, the ways in which the image of tourist destinations is shaped and disseminated have undergone significant changes. Utilizing online platforms, tourist destinations can precisely target potential visitors to convey their unique cultural and charming appeals. This study adopts grounded theory to conduct a three-level coding analysis of comment text data, explores the image of Qiantong Ancient Town from the three perspectives of cognitive image, affective image, and overall image, and gets the image of tourist destinations of Qiantong Ancient Town based on tourists’ comment. The findings reveal areas where the tourism development of Qiantong Ancient Town is lacking. Based on these shortcomings, recommendations are proposed to optimize the perception of Qiantong Ancient Town’s tourist image.