摘要
旅游目的地形象是众多旅游者出行决策的重要参考。对游客感知形象与官方投射形象进行差异分析,有助于发现目的地形象传播过程中的问题,从而塑造更加符合游客期望的目的地形象,提升旅游目的地吸引力。以湘西州为案例,以湘西州旅游官方网站中的宣传文本及游客发布在携程网的游记内容为数据样本,借助ROST CM6分析软件,采用内容分析法、社会语义网络分析法,构建湘西州旅游形象属性类目,深入研究湘西州官方投射形象和游客感知形象的差异,探索湘西州文旅融合的现实困境,并提出“深度挖掘湘西文化内涵,打造有创意的文旅产品;完善文旅合作机制,发挥地区间的联动作用;多渠道多角度宣传,加快湘西州文化旅游传播;完善公共文化设施,提升文旅公共服务水平”的对策来推动湘西州文旅融合优化发展。
Tourism destination image is an important reference for many tourists to make travel decisions.Analyzing the differences between tourists’perceived image and official projected image is helpful to find out the problems in the process of destination image communication,so as to create a destination image that is more in line with tourists’expectations and enhance the attraction of tourism destinations.This paper takes Xiangxi Tujia and Miao Autonomous Prefecture as a case,takes the propaganda text in Xiangxi tourism official website and the travel notes posted by tourists on Ctrip as data samples,constructs the tourism image attribute category of Xiangxi with the help of ROST CM6 analysis software and the methods of content analysis and social semantic network analysis,deeply studies the difference between the official projected image of Xiangxi and the tourists’perceived image,explores the realistic dilemma of the integration of Xiangxi tourism,and provides countermeasures and suggestions for the optimal development of Xiangxi tourism integration:deeply excavate the cultural connotation of Xiangxi,and.Improve the cooperation mechanism of cultural tourism and give play to the linkage role between regions;Multi-channel and multi-angle propaganda to accelerate the spread of cultural tourism in Xiangxi;Improve public cultural facilities and improve the public service level of cultural tourism.
作者
叶钰琰
王慧琴
YE Yuyan;WANG Huiqin
出处
《湖南开放大学学报》
2024年第2期61-71,共11页
Journal of Hunan Open University
基金
国家社会科学基金项目“生态效率视角下旅游者生态消费行为影响因素及驱动机制研究”(22BGL162)。
关键词
投射形象
感知形象
网络文本
湘西州
projected image
perceived image
network text
Xiangxi Autonomous Prefecture
