基于内容分析的乡村旅游地形象提升策略研究

付正义　王磊　李宁

摘 要：通过网络内容分析乡村旅游地投射形象与游客感知形象各个构成主题的差异程度，为乡村旅游地精准调整旅游形象投射方向及力度提出建议。在利用爬虫软件，爬取网络文本数据的基础上，通过内容分析法，归纳出梅花洲景区14个认知形象类目、4个主题，建立IPA象限图，并结合供词矩阵、网络语义综合分析其整体形象在投射方与感知方之间差异。结果显示，在形象建设中，景区与游客均重视自然景观、区位环境2个类目。不同点在于，景区偏重旅游环境、旅游氛围与体验，投射的情感较为单一;游客偏重景区的旅游资源，游客情感倾向多样。基于此，建议梅花洲景区重点加强自然景观形象建设，从而保持旅游资源优势;改进旅游设施与服务、旅游环境以及旅游体验3个主题下差异较大的细分类目。

关键词：内容分析;梅花洲;投射形象;感知形象

中图分类号：F 327 文献标志码：A 文章编号：0253-2301（2021）10-0073-10

DOI： 10.13651/j.cnki.fjnykj.2021.10.015

Research on the Promotion Strategy of the Image of Rural Tourism Destination Based on Content Analysis

——A Case Study of Meihuazhou Scenic Spot in Jiaxing City

FU Zheng-yi1， WANG Lei1，2*， LI Ning1

（1. School of Economics and Management， Zhejiang A & F University， Hangzhou， Zhejiang 311300，

China; 2.International Office， Zhejiang A & F University， Hangzhou， Zhejiang 311300， China）

Abstract： Through the network content， the differences between the projected image of rural tourism destination and the perceived image of tourists were analyzed， thus to provide suggestions for accurately adjusting the direction and intensity of the projected image of rural tourism destinations. On the basis of crawling web text data with the crawler， through the method of content analysis， fourteen cognitive image categories and four themes of Meihuazhou Scenic Spot were summarized， and IPA quadrantal diagram was established. Then， the differences between the projection side and the perception side of the whole image were comprehensively analyzed by combining the co-word matrix and network semantics. The results showed that in the image construction， both scenic spots and tourists paid attention to the two categories of natural landscape and location environment. The difference was that scenic spots focused on tourism environment， tourism atmosphere and experience， and the projected emotions were relatively single; tourists paid more attention to the tourism resources in scenic spots， and tourists had various emotional tendencies. Based on this， it was suggested that Meihuazhou scenic spot should focus on the construction of natural landscape image so as to maintain the advantage of tourism resources， and improve the subcategories that differed greatly under the three themes of tourism facilities and services， tourism environment and tourism experience.

Key words： Content analysis; Meihuazhou; Projected image; Perceived image

隨着国民经济的飞速发展，人均收入水平不断提高，使得乡村旅游行业悄然崛起。旅游地之间的竞争加剧使形象变得尤为重要。优质的旅游形象建设，确保优质服务供给等策略选择，可以加快旅游地发展，满足旅游市场的需求。

20世纪70年代，Hunt[1]提出了“旅游地形象”一词，认为旅游地形象是游客对旅游地的感知，是一种主观意象。而后，学术界开展了各式各样的研究与拓展。Gunn[2]通过原生形象和诱导形象来解释旅游地形象。Fakeye等[3]以寻求安逸闲致环境、寻找自我和评价自我、放松、名声、回归、增进人机关系、加强与社会交往等7个因素来解释游客选择旅游地的动机。……