Research on the Perceived Image and Online Attention Enhancement of National Sports Tourism Demonstrative Bases from the Perspective of Online Marketing:A Configuration Path Analysis Based on UGC Data
National sports tourism demonstrative bases are crucial for integrating sports and tourism,enriching visitor experiences,and boosting consumption.Based on the user-generated content from 13 coastal city sports tourism demonstrative bases,this study employs the content analysis and qualitative comparative analysis to identify perceived image themes from tourists'perspectives and explore paths to enhance the bases'online attention.The online attention of the surveyed national sports tourism demonstration bases exhibitsuneven geographical distribution.The perceived images encompass five dimensions:distinctive landscapeperception,management service perception,experience project perception,functional sceneperception,and emotional atmosphereperception.These dimensions are categorized into three levels:primary perception,in-depth perception,and emotional response.Paths to enhance online popularity include service-dominant paths focusing on services and management quality;integrated business paths highlighting multi-scenario and multi-functional characteristics based on distinctive landscapes;and multi-dimensional experience paths promoting tourist participation through a combination of landscapes,services,and projects.
NETL
NSTL
万方数据
