基于内容分析法,以广西桂林阳朔西街为例,利用Rost CM 6软件对搜集到的抖音短视频评论进行文本分析,探究抖音短视频带来的用户对于阳朔西街的认知形象、情感态度、行为意向3方面影响.研究发现:(1)用户的认知形象主要分为食物品质、服务质量、特色美食、就餐环境、食物价格和社会环境6个维度,其中关注度最高的类别为食物品质;用户对阳朔西街的感知呈现出"由内向外"扩散的趋势,主要以"特色美食"为核心.(2)用户对于阳朔西街美食持较为积极的情感态度,其中"食物品质"是用户积极评价的最主要因素.(3)阳朔西街美食的抖音短视频给用户带来显著的出游意向以及推荐意向.在此基础上,从注重短视频的品质、提高服务质量、丰富美食旅游活动内容等方面为阳朔西街发展美食旅游提出建议.
Study on the Influence of Douyin Short Videos on the Image of Food Tourism Destinations:A Case Study of Yangshuo West Street
Based on the content analysis method and taking Yangshuo West Street in Guilin,Guangxi as an example,this paper uses Rost CM-6 software to conduct a text analysis of the collected Douyin short video comments,so as to explore the impacts of Douyin short videos on users'cognitive image,emotional attitude and behavioral intention towards Yangshuo West Street.The results show that:(1)Users'cognitive image can be divided into six dimensions:food qual-ity,service quality,special food,dining environment,food price and social environment,among which the category with the highest attention is food quality;users'perception of Yangshuo West Street shows a trend of spreading"from the inside out",mainly centered around"special food".(2)Users have a positive emotional attitude towards the food of Yangshuo West Street,among which"food quality"is the most important factor for users'positive evaluation.(3)The Douyin short videos of the food in Yangshuo West Street have brought significant travel intentions and recommendation in-tentions to users.On this basis,this paper puts forward suggestions for the development of food tourism in Yangshuo West Street from aspects such as focusing on the quality of short video,improving the quality of service and enriching the content of food tourism activities.
Douyin short videosfood tourismtourism destination imagetext analysisYangshuo West Street
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