湖南师范大学自然科学学报

2020, v.43;No.183(04) 26-34

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中国南方喀斯特自然遗产地旅游形象价值结构——基于旅游社交网站评论的研究
The Structure of Tourism Image Value Perception of South China Karst Natural Heritage Site: Research Based on Online Community User Reviews

许春晓;黄兰萍;
XU Chun-xiao;HUANG Lan-ping;College of Tourism, Hunan Normal University;

摘要(Abstract):

中国南方喀斯特世界自然遗产地正大力培育旅游业,因此,旅游形象价值具有重要研究意义。选择重庆武隆、云南石林、贵州荔波、广西桂林作为中国南方喀斯特世界自然遗产地的典型代表,从旅游社交网站采集游客评论文本,运用扎根理论提炼出31个范畴、6个主范畴,构建了自然遗产地旅游形象价值范畴结构体系,并进一步探究形象价值结构关系;通过复杂网络分析探究其旅游形象价值结构的层级特征和个性特征。研究发现:旅游吸引物、经营管理感知、功能感知、成本感知、情感体验均影响目的地形象价值;中国南方喀斯特自然遗产地形象价值结构呈现层级分明特征,满意度、刺激感、环境感受和感官感受4个范畴表现最强烈,而宣教功能表现微弱;从具体遗产地角度看,又具有鲜明的个性特征。最后,提出目的地形象管理启示。
Tourism image research is of great significance to South China Karst World Natural Heritage Site which is now vigorously cultivating tourism industry. We choose Chongqing Wulong, Yunnan Shilin, Guizhou Libo, Guangxi Guilin as the typical representative of the South China Karst Natural World Natural Heritage Site, and collect tourist online reviews of these four karst natural heritage site from tourist social networking site. The study extracts 31 categories and 6 main categories, and conducts the tourism image value structure on this basis. Meanwhile, we construct the structure system of tourism image value category of natural heritage sites and further explore the relationship between factors. By complex network analysis, the hierarchical characteristics and personality characteristics of its tourism image value structure are explored. In conclusion, the research finds that tourism attractions, management and service perception, function perception, cost perception and emotional experience all affect the image value of the destination. The image value structure of the South China Karst Natural Heritage Site is characterized by distinct levels. The performances of satisfaction, excitement, environmental and sensory feelings are the strongest, while the missionary function is weak. Moreover, from the perspective of four heritage sites, there is a distinct personality. The last part of the article proposes the revelation of destination image management based on the research conclusions.

关键词(KeyWords): 形象结构;形象价值;扎根理论;世界自然遗产;中国南方喀斯特
tourism image structure;tourism image value;grounded theory;world natural heritage;South China Karst World Natural Heritage

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基金项目(Foundation): 国家自然科学基金资助项目(4191187)

作者(Author): 许春晓;黄兰萍;
XU Chun-xiao;HUANG Lan-ping;College of Tourism, Hunan Normal University;

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