The Study on Tourist Destination Tourism Image Perception and Evaluation in Xi'an City

[Objective] The aim was to explore the tourist destination image measurement method, and have an empirical study on Xi＇an City. [Method] With combination of non-structural and structured approach to design questionnaires, tourism image of Xi＇an was explored using the SPSS software from both the qualitative and quantitative analyses. [Result] Xi＇an tourism images serve a heritage historical monuments atmosphere with the Terracotta Warriors, City Wall, Big Wild Goose Pagoda,Huaqing Hot Springs, presenting a positive feeling among tourists in general. In the dissemination of travel, tourism infrastructure construction, tourism transportation,travel services have negative effects on the image of Xi＇an tourism. [Conclusion]The evaluation on the tourism resources is highly spoken of by tourists than the scenic spot, indicating that despite high visibility of tourism resources in Xi＇an, it has not formed strong core competitiveness and a complete tourism industrial chain. It is necessary to take the right marketing strategies to enhance tourist familiarity to Xi＇an. Tourists demands, therefore, should be well considered in developing Xi＇an scenic spots and new tourism products and projects be focused on to improve tourists＇ satisfaction.

Image Perception and Emotional Evaluation of Tourists for Desert Tourism Destinations in Inner Mongolia——Content Analyses Based on Network Travel Notes

Recent years have witnessed the popularity of desert tourism as a fashion tourism product in the 21^(st) century along with the increasing demand for personalized tourism for tourists. The academic community is paying growing attention to desert tourism research, but there is little research on the perception of tourists about the image of desert tourism destinations in Inner Mongolia. With Inner Mongolia as the object of the study, this paper analyzed the image perception and evaluation of tourists for Inner Mongolia desert tourism destinations from three aspects of cognitive image perception, emotional image perception, and overall image perception according to the "cognitive-emotional" model, with the help of relevant network text analysis methods, and proposed some suggestions for the future development of desert tourism destinations in Inner Mongolia from the aspects of increasing desert humanities tourism resources and product development, improving scenic spot management ability, improving tourism service quality, improving tourism infrastructure construction and strengthening environmental protection. It is hoped that this paper can provide a reference for improving the image of Inner Mongolia desert tourism destinations and improving the tourist experience.

IPA Analysis of First-time Tourists＇ Perceptions on the Image of the Tourist Destination Take Hainan International Tourism Islands for Example

Nowadays, the image construction of Hainan International Tourism Islands has been vigorously promoted. The research is going to make an empirical analysis of Hainan tourism image, adopting IPA analysis method. Generally speaking, there is a big gap between the Hainan tourist destination and tourists＇ expectations. The Hainan Tourist Destination image is mainly built on natural-advantage-resource projects such as natural sceneries, air quality, and climate, etc., meanwhile, the relatively insufficient constructions of soft-wares such as tourism-related facilities, as well as the quality of tourism services, etc., are the focus of future efforts.

Image-building of Tourist Destination based on TIS——With Old Ciqikou Town in Chongqing as a Study Case

This paper analyzed tourism resources in Ciqikou Town,summarized the town's tourism status by using questionnaire survey method.Tourism status of Ciqikou Town showed as follows:the narrow range of target market,the low consumption level with young or middle age base,lack of international promoting activities with low recognition,frequently returning of tourists with high reputation and lack of distinctive characteristics.Although having good resources,specific image-building of tourism was still lacked in the town.To promote sustained and rapid development of tourism in Ciqikou Town,based on TIS(Tourism Image System),the author gave suggestions to image-building of Ciqikou Town from the following 3 aspects:MIS(Mind Identity System),BIS(Behavior Identity System) and VIS(Visual Identity System).

A big-data approach for investigating destination image gap in Sanya City: When will the online and the offline goes parted?

Tourism destination images in terms of the gaps between the projected and perceived images are of great significance in the development of destinations.Additionally,the use of big-data in tourism studies remains under-utilized despite the boom in big-data applications and the increasing number of electronic User Generated Contents(UGC).Aiming to take advantage of tourism UGC to fully understand the destination image gap between official promotion materials and tourist perception of Sanya City in China,this study innovatively employed a big-data analysis technique,Tourism Sentiment Evaluation(TSE)model and proposed a new analysis framework integrating the“cognitive-affective”model with the gpp analysis of projected and perceived destination image to explore the destination image gap of Sanya It is found that Sanya's perceptive destination image is overall consistent with its official positioning;however,there also exist image gaps between the two groups in terms of the impact of festival events and tourists'attitude towards core scenic spots amongst others.This study's findings are discussed in light of their methodological,theoretical,and practical implications for destination positioning,marketing,and management.

Factors Influencing Destination Image in Distant Culture Countries： The Role of Corporate Image

The present work aims to explain more deeply the theory of the image of tourist destination and its process of formation, specifically regarding the factors that influence the above-mentioned process. For this purpose, the knowledge of two fields of study, the image of the tourist destination and the corporate image, is combined in order to analyse their possible interdependent relationship. To explore the possible relations between both elements, a theoretical model has been developed and confirmed using a survey carried out on a sample of 307 Korean citizens. The results reveal that the degree of familiarity of the Spanish companies in South Korea can be considered to be a more influential factor in the image of Spain as a tourist destination. This fact might have important economic implications, since tourism is turning into a key driver of socio-economic progress.

TDIVis:visual analysis of tourism destination images

The study of tourism destination images is of great significance in the tourism discipline.Tourism user-generated content(UGC),i.e.,the feedback on tourism websites,provides rich information for constructing a destination image.However,it is difficult for tourism researchers to obtain a relatively complete and intuitive destination image due to the unintuitive destination image display,the significant variance in departure time and data length,and the destination type in UGC.We propose TDIVis,a carefully designed visual analytics system,aimed at obtaining a relatively comprehensive destination image.Specifically,a keyword-based sentiment visualization method is proposed to associate the cognitive image with the emotional image,and by this method,both time evolution analysis and classification analysis are considered;a multi-attribute association double sequence visualization method is proposed to associate two different types of text sequences and provide a dynamic visual encoding interaction method for the multi-attribute characteristics of sequences.The effectiveness and usability of TDIVis are demonstrated through four cases and a user study.

基于内容分析法的福建红色旅游形象感知研究

游客文化感知和旅游目的地形象的研究为红色景区形象塑造提供学理基础。以福建省5个代表性红色景区为调查对象,从几大在线旅游服务平台上获得网络游记和在线评论等网络文本,进行数据爬取,并利用ROST Content Mining软件做文本内容的挖掘与分析。经高频词分析,可得红色文化氛围、物质文化、革命故事、文化景观和服务体验等5个游客文化感知维度;经语义网络分析和情感分析,可知游客的旅游预期和情感反应主要来自景区的独特文化蕴涵,因此应以游客需求为导向和突出“升华维度”核心来塑造福建红色景区形象。

城市图书馆新馆空间感知与评价——以“文旅打卡”为视角的混合研究

中国城市图书馆发展重心正经历着从资源服务到空间场景营建的变化。社会公众对作为文旅打卡地的新馆空间感知评价及其形象生成,拓展了以用户为中心的图书馆绩效与成效集合评价体系。以上海图书馆东馆为例,混合运用词频分析法识别新馆空间实体形象和附生形象,挖掘新馆空间形象体现维度,采用情感分析法分析用户情感倾向以及用户视角的新馆空间建设成效,并使用扎根理论挖掘用户旅游在线评论文本,构建用户视角的城市图书馆新馆空间形象感知模型。研究发现,城市图书馆作为重要的文化和旅游目的地,新馆用户认同水平仍有提升空间,其社会形象仍待建构完善且新馆用户感知仍需不断强化,需要增进新馆建筑的整体设计、凸显新馆场所的价值导向、激发新馆空间的体验氛围和提升新馆场景的文化内涵。

乡村旅游目的地品牌形象构建研究——以佛山南海松塘村为例

以佛山南海松塘村为例,探讨乡村旅游目的地品牌形象的构建。在充分调研的基础上分析了松塘村品牌的风格定位和设计原则,完成了松塘村品牌标识、品牌色彩、辅助图形、IP的开发以及应用系统的设计实践,并提出松塘村未来品牌发展的策略。研究旨在为其他乡村旅游目的地品牌构建提供参考,为促进乡村旅游的发展,实现乡村振兴助力。

基于网络文本的河北省滨海旅游地吸引力比较分析

在竞争的环境下旅游吸引力对目的地发展具有重要意义。文章从马蜂窝、同程旅游、携程网采集网络游记文本数据,采用文本挖掘和综合指数模型对河北省滨海旅游目的地形象感知和旅游吸引力进行分析。结果显示,(1)在目的地感知方面,秦皇岛以自然资源和滨海度假活动为核心形象,唐山以自然资源和历史文化为核心形象,沧州以武术和杂技文化为核心形象;游客对三市的情感态度均以正面情绪为主。(2)旅游吸引物以资源型为主,自然和人文旅游资源吸引力较强,而设施与服务、旅游活动体验性吸引力较弱。(3)旅游吸引力空间差异显著,秦皇岛目的地吸引力最高,唐山次之,沧州最低。

MDIVis: Visual analytics of multiple destination images on tourism user generated content

Abundant tourism user-generated content(UGC)contains a wealth of cognitive and emotional in-formation,providing valuable data for building destination images that depict tourists’experiences and appraisal of the destinations during the tours.In particular,multiple destination images can assist tourism managers in exploring the commonalities and differences to investigate the elements of interest of tourists and improve the competitiveness of the destinations.However,existing methods usually focus on the image of a single destination,and they are not adequate to analyze and visualize UGC to extract valuable information and knowledge.Therefore,we discuss requirements with tourism experts and present MDIVis,a multi-level interactive visual analytics system that allows analysts to comprehend and analyze the cognitive themes and emotional experiences of multiple destination images for comparison.Specifically,we design a novel sentiment matrix view to summarize multiple destination images and improve two classic views to analyze the time-series pattern and compare the detailed information of images.Finally,we demonstrate the utility of MDIVis through three case studies with domain experts on real-world data,and the usability and effectiveness are confirmed through expert interviews.

基于网络评价的乡村红色旅游地公共空间形象感知研究

文章以四个主流旅游网站爬取的网络评价文本为研究数据,运用网络文本分析法中高频词、语义网络和情感分析功能对西柏坡红色景区、陕甘边照金革命根据地和井冈山红色旅游系列景区的公共空间形象感知进行分析。结果表明:游客对红色旅游地形象认知都有相似的心理感受和理解;但不同景区红色文化和自然环境具有差异,游客对红色旅游地形成不同的核心公共空间形象感知;游客形象认知评价主要以积极情感为主,中性和消极情感较低;优良的红色文化公共空间及其特色自然景观、科学的景点布局和组织、具有地域特色的空间形式、体验感强的活动内容和周全的景区配套服务设施是红色旅游地公共空间形象认知的具体因素。

家喻户晓能否门庭若市?“网红城市”旅游形象符号演变与圈层结构研究

社交媒体影响与日俱增,旅游城市形象传播路径与内容日益多元化。文章从符号学视角出发,基于“主-客”视角,运用LDA主题模型对“需求方”——典型“网红城市”(重庆)2012—2021年游客网络游记进行分析,结合“供给方”——旅游城市官方发文与热点事件,探究旅游目的地形象传播与旅游者感知热度变化的关系,提出并解析“核心层-中间层-边缘层”旅游符号圈结构。研究发现:“网红城市”旅游符号可分为参与体验、观光游览、文化知识、情感4种类型,参与体验型与观光游览型旅游符号游客感知热度较高;“网红城市”形象传播主要通过影视、综艺等媒介与明星/网红同款打卡驱使旅游者产生网络亚文化行为(“网红打卡”)并吸引潜在消费群体;在“核心层-中间层-边缘层”旅游符号圈结构中,观光游览型与文化知识型旅游符号主要分布于核心层与中间层,参与体验型旅游符号处于中间层和边缘层,情感型旅游符号位于边缘层与核心层。其中,边缘层旅游符号更能有效激发旅游者关注与认同,是旅游城市形象优化的重点路径。

PI背景下的TDI结构方程模型

态度理论为地区形象(PI)和旅游目的地形象(TDI)的联合研究提供了一个平台。本文构建了一个理论上的地区形象背景下的旅游目的地形象结构方程模型。模型是一个具有因果关系的结构方程模型,包括8个潜变量和28个观测变量。以徐州为例,在运用SPSS15.0软件对数据进行信度检验的基础上,利用LISREL8.70软件对模型进行了验证性因子分析和路径分析。研究发现:(1)结构模型中各潜变量之间的路径与假定基本符合,模型的整体拟合性能良好;(2)旅游资源认知和旅游服务认知会对旅游意愿产生作用,这符合我们的传统理念;(3)地区特征和居民素质对旅游服务感知、目的地评价和旅游意愿三者均有效应,而地区竞争力和居民竞争力仅对旅游服务感知产生影响。

旅游者照片更能提升人们的旅游意愿吗?——基于ISM-DEMATEL方法和实验的双重检验

在大量的目的地营销机构和旅游者比较研究中,一个重要的理论假设是旅游者上传的公开信息,如文案、照片,更能激发人们的旅游意愿,但此假设未经实证研究证实。为验证此假设,首先构建旅游照片影响旅游意愿的指标体系,包括明示、暗示、信息质量三类共18个因素,引入基于专家打分的集成解释结构模型-决策实验室分析(ISM-DEMATEL)方法构建解释结构模型,将照片对旅游意愿的影响分为4个层级,其中最重要的是真实性,而具有旅游者生成内容(tourist generated content,TGC)典型特征的因素层级普遍高于具有官方生成内容(official generated content,OGC)典型特征的,TGC对旅游意愿的刺激作用更大。然后,设计了对照实验,以潜在旅游者为被试,检测三类照片对旅游意愿的影响情况,交叉检验有利于进一步提高研究结果的稳健性,得到了相似的结果,即生成内容能够显著提高人们的旅游意愿,其中具有TGC典型特征的照片提升效果最好,其次是具有OGC和TGC共同特征的照片,最后是具有OGC典型特征的照片。在理论层面,从专家和旅游者的角度通过量化关系回答了为什么TGC对旅游意愿的吸引力较OGC强;在实践层面,提出目的地营销机构应重点关注TGC的信息质量,并适当借鉴TGC的形式与风格,在保持官方特色的基础上贴近旅游者。

基于TDIS战略的乡村旅游目的地形象塑造研究——以常熟市蒋巷村为例

随着旅游业的发展,旅游目的地形象越来越受到人们的重视。以常熟市全国乡村旅游示范点——蒋巷村为例,运用旅游区形象系统(TDIS)从理念识别系统(MIS)、行为识别系统(BIS)和视觉识别系统(VIS)3个方面阐述了新农村建设背景下的乡村旅游目的地的形象塑造。

“强省会”政策执行前后城市旅游视觉形象分异研究——基于福州市OGC和TGC图像资料的编码分析

近年来,全国多地推行“强省会”政策,其在修正城市定位的同时也对城市形象产生影响。在Web 2.0时代,图像资料成为研究城市旅游形象的重要载体。以福建省省会福州市为案例,以“强省会”政策的执行时间为切割点,通过互联网分别收集政策执行前后官方生成内容(occupationally-generated content,OGC)和旅游者生成内容(tourist-generated content,TGC),借助Nvivo软件对照片内容进行编码,比较“强省会”政策执行前后旅游营销组织与旅游者构造的城市旅游形象差异,探究“强省会”政策对OGC和TGC的影响。研究发现,在“强省会”政策执行前,OGC擅长用建筑特写、自然生态景观以及全景式城市和景区这3种类别塑造城市旅游形象,并形成以这3种类型为核心的三角形传播结构;TGC则青睐用自然生态景观、人物特写、动植物特写、建筑特写、道路特写5种类别表达旅游城市形象,形成以自然生态景观为中心,其他4种类别与之相连接的十字分散结构。在“强省会”政策执行后,OGC的传播方式没有发生太大变化,但更注重用艺术文化等类别展现福州市的文化底蕴,传播内容更加多元、传播结构更加稳固;TGC则更倾向于在传达城市旅游形象过程中表现“人”的主体作用,将人物特写渗透至其他类别。此外,研究还发现,OGC对TGC有一定影响;“强省会”政策为OGC带来了更加清晰的目标导向,为TGC增加了旅游者作为“人”的主体意识。

高山探险目的地形象对体育旅游参与者行为意向的影响研究——以风险感知和情绪为中介

目的:立足于情绪评价理论,以风险感知和情绪作为中介变量,探究高山探险目的地形象对体育旅游参与者行为意向的影响机制。方法:选取四川省小金县四姑娘山区域为调研采样地,以371名体育旅游参与者为样本,基于结构方程模型的多重中介效应,运用SPSS 26.0和Amos 24.0软件对数据进行统计分析。结果:(1)目的地形象对风险感知具有显著的负向影响,对情绪和行为意向具有显著的正向影响;(2)风险感知对情绪和行为意向具有显著的负向影响;(3)风险感知和情绪在目的地形象对行为意向的影响过程中发挥着显著的双中介作用。结论:体育旅游参与者行为意向的生成受多重要素驱动,为充分发挥目的地形象的直接效应及风险感知、情绪的双重中介作用,应塑造积极的高山探险旅游目的地形象,注重体育旅游参与者的情绪管理和风险管理,构建综合治理框架,为高山探险旅游消费业态健康发展提供理论支撑与现实指导。

冰雪旅游目的地形象对顾客满意度影响研究

旅游业已进入形象经济时代,旅游形象是旅游市场竞争的关键因素,一个良好的旅游形象可以激发旅游者的旅游兴趣和动机,并且影响其在旅游决策中的行为。近年来,旅游目的地的形象与游客的满意度的机制研究日益引起关注。然而,旅游目的地的构成要素与旅游者满意度之间的关系研究相对较弱。本研究以黑龙江为例,建立冰雪旅游目的地形象价值感知———顾客满意度的结构方程模型,以问卷形式获取可靠数据,采用因子分析等方法进行分析。最终发现,黑龙江省冰雪旅游目的地的形象是通过顾客感知价值从而影响游客的满意度,研究结论对冰雪旅游的发展具有一定的借鉴意义。