官方投射和游客感知:网红城市目的地形象偏差分析及优化路径研究
Analysis of Deviation and Optimization Path Study on the Urban Destination Image of Internet Celebrities:A Comparative Analysis between Official Projections and Tourist Perceptions
丁希芬1
作者信息
- 1. 安徽商贸职业技术学院,安徽 芜湖 241002
- 折叠
摘要
以网红城市——芜湖为案例地,基于官方宣传和游客评论网络文本,运用内容分析法和二维四象限分析法,对目的地投射与感知形象进行比较和优化分析.研究表明:(1)官方投射和游客感知均呈现长尾分布,高频词集中在旅游吸引物、基础设施与服务、旅游休闲与娱乐、旅游环境和地方氛围五个方面;(2)两者在目的地形象维度重要性上存在错位,基础设施与服务在官方投射中占比最低,在游客感知中其重要性仅次于旅游吸引物,排在第二位;(3)从语义网络分析看,官方投射内容较为宏观,覆盖面广,强调全域;游客感知内容较为具象,多注重旅游过程和体验;(4)游客对于目的地形象感知以正面情绪为主,但官方仍需进一步优化投射形象.
Abstract
This paper uses content analysis and two-dimensional four-quadrant analysis to compare and optimize the destination projection and perceived image of Wuhu,a city known for its internet celebrity status.It examines official publicity and tourists'comments in online texts.The findings indicate that:(1)Both the official projection and tourist perception have a long-tail distribution,with high-frequency words concentrated in five aspects:tourism attractions,infrastructure and services,tourism leisure and entertainment,tourism environment,and local atmosphere;(2)There is a disparity in the significance of the two dimensions of destination image.Despite being second only to tourism attractions according to tourists'perception,infrastructure and services account for the lowest proportion in the official projection;(3)From a semantic network analysis perspective,the official projection content tends to be more macroscopic with comprehensive coverage emphasizing on the entire area while tourists'perception focuses more specifically on the process and experience of tourism;(4)Tourists predominantly perceive positive emotions towards the destination image;however,officials need further optimization regarding the projected image.
关键词
网红城市/投射形象/感知形象Key words
internet celebrity city/project the image/perceived image引用本文复制引用
基金项目
安徽商贸职业技术学院科研项目(2022KYR13)
安徽省高校科研计划项目(哲学社会科学类)(2023AH052284)
出版年
2024
NETL
NSTL
万方数据