本文選題：旅游感知形象　切入點：內(nèi)容分析法　出處：《西南大學》2014年碩士論文　論文類型：學位論文

【摘要】：互聯(lián)網(wǎng)的普及和發(fā)展,正在快速顛覆傳統(tǒng)產(chǎn)業(yè)的發(fā)展模式,對旅游業(yè)的影響主要體現(xiàn)在兩方面,一方面改變旅游目的地的營銷方式,旅游目的地通過自建網(wǎng)站或者通過旅游綜合網(wǎng)站傳播旅游形象,另一方面改變游客或潛在游客的出游決策方式,大量的網(wǎng)絡游記和目的地評論成為游客選擇旅游目的地的重要參考。所以非常有必要通過互聯(lián)網(wǎng)信息來研究目的地旅游形象。 但筆者在研究了大量文獻之后發(fā)現(xiàn)：目前,我國有關旅游目的地形象的研究主要從供給的角度考慮問題,研究的重點集中在旅游形象的設計方面,多數(shù)文章強調的是如何塑造一個特定目的地的旅游形象,以及如何把旅游形象傳播到特定的客源市場。其結果是,大多數(shù)旅游目的地宣傳推廣中,僅僅考慮了旅游形象的發(fā)射,而沒有考慮到旅游形象的接收情況。一方面旅游目的地熱火朝天地設計形象、推廣形象,另一方面客源市場對營銷推廣信息的接收效果與預期相距甚遠。所以迫切需要從供給和需求兩方面來研究旅游形象。且鮮有學者通過互聯(lián)網(wǎng)信息來研究成都的旅游形象和旅游感知形象。 鑒于此,本文通過文獻分析法、內(nèi)容分析法、ROST軟件分析法,在回顧和總結國內(nèi)外相關理論與實踐經(jīng)驗的基礎上,基于旅游官方網(wǎng)站如中國旅游網(wǎng)、四川旅游政務網(wǎng)、成都旅游政務網(wǎng)站上進行信息采集,并在國內(nèi)網(wǎng)站知名論壇上獲取游客網(wǎng)絡游記,研究旅游目的地管理者與游客對成都旅游形象認知差異,并在此基礎上提出了成都旅游形象的提升策略。 本文一共包括五章：第一章為緒論部分,主要介紹了研究背景、相關研究現(xiàn)狀、研究內(nèi)容與方法,分析了選題研究的目的和意義。第二章是概念界定與理論基礎,通過梳理旅游形象和旅游感知形象等相關概念和理論,為利用網(wǎng)絡內(nèi)容分析法這一工具研究目的地旅游形象奠定了理論基礎。第三章是成都旅游感知形象研究,是論文的重點也是難點部分,首先運用內(nèi)容分析法,建構分析類目,對研究樣本進行編碼,檢驗編碼結果信度,對旅游感知形象屬性編碼結果進行描述性統(tǒng)計,了解旅游感知形象屬性各類目頻次分布,通過游客基本特征、認知形象分析、情感形象分析和重游意愿分析,進一步完善對游客對成都旅游感知形象的認識,了解成都旅游形象現(xiàn)階段存在的問題。；再次,介紹成都旅游發(fā)展概況和成都旅游形象現(xiàn)狀；其次以成都旅游官網(wǎng)和網(wǎng)絡游記文本為樣本,使用Rost content Mining內(nèi)容挖掘軟件提取描述成都旅游感知形象的高頻特征詞和頻數(shù),初步了解旅游目的地管理者和游客對成都旅游感知形象的差異。第四章是成都旅游形象提升策略,根據(jù)之上的研究結果,從改進現(xiàn)有成都旅游形象缺陷的角度和整合傳播成都旅游形象的角度提出針對性的提升策略。第五章是結論與展望,在對全文進行概括總結的基礎上,提出了本文的不足和研究展望。希望本文能對旅游感知形象的理論研究起到一定的擴充作用,并能對成都旅游形象的提升起到一定的借鑒作用。
[Abstract]:The development and popularization of the Internet, is quick to subvert the traditional development model of the industry, the impact on the tourism industry is mainly embodied in two aspects, on the one hand, the change of tourism destination marketing, tourism destination through self built website or by Tourism Website Dissemination of tourism image, on the other hand the change of tourists or potential tourists travel way of decision-making. A large number of network travel and destination comments become tourists choose important reference tourism destination. So it is very necessary to study the tourism destination image information through the Internet.
But the author found that after extensive literature study: at present, the domestic research on tourism destination image mainly consider the problem from the angle of supply, the design of the study focuses on the tourism image, the most emphasis is how to create a specific destination tourism image, and how to get to the dissemination of tourism image the tourist market in particular. As a result, most of the tourism destination promotion, only consider the tourism image of the launch, without considering the reception of tourism image. On the one hand to fire up geothermal tourism design image, image promotion, on the other hand, the tourist market of reception and expected marketing information far apart. There is an urgent need to study the tourism image from two aspects of supply and demand information through the Internet. And few scholars to study Chengdu's tourism image and Tourism Perception Image.
In view of this, this article through the literature analysis, content analysis, analysis of ROST software, based on reviewing and summarizing the relevant theory and practice experience, the official website of tourism such as Chinese tourism network based on travel in Sichuan, Chengdu Tourism Administration website on the information collection and access network in the domestic tourists travel website the famous forum, the difference of tourism destination management and tourists' perception of Chengdu tourism image, and put forward the strategy to enhance the tourism image of Chengdu.
This paper consists of five chapters: the first chapter is the introduction part, mainly introduces the research background, research status, research contents and methods, analyzes the purpose and significance of the topic research. The second chapter is the definition and theoretical basis, through combing the tourism image and tourism perception image and other related concepts and theories, laid the theoretical foundation for the use of network content analysis tools this study on tourism destination image. The third chapter is the study on the tourism image of Chengdu, is a key and difficult part of the paper, firstly, using the content analysis method, construction analysis category, encoding the research sample, test results encoding reliability, descriptive statistics on the perceived image attribute encoding results. To understand the perceived image attributes of various mesh frequency distribution, through the basic characteristics of tourists, image analysis, image analysis and willingness to revisit the emotional analysis, further To improve the understanding of tourists Chengdu tourism image, tourism image of Chengdu understand the existence problem of the present stage.; thirdly, introduces the situation of Chengdu tourism development and the status quo of Chengdu tourism image; next to the Chengdu tourism website and the travel network text as a sample, using the Rost content Mining content mining software to extract high frequency characteristics and the frequency of Chengdu tourism perception the image of the preliminary understanding of tourism destination managers and tourists to Chengdu tourism image perception differences. The fourth chapter is the Chengdu tourism image promotion strategy, according to the research results above, puts forward improvement from the defects of the existing tourism image of Chengdu and the angle of integration of Chengdu tourism image communication perspective to promote the strategy of the fifth chapter is the conclusion. And prospect, summarizes the full text, put forward the deficiencies and research. I hope this paper can give a sense of Tourism The theoretical research of knowledge image plays a certain expansion role and can play a certain reference to the promotion of Chengdu's tourism image.

【學位授予單位】：西南大學
【學位級別】：碩士
【學位授予年份】：2014
【分類號】：F592.7

【引證文獻】

相關期刊論文 前2條

1 樂倩倩;曾超;;南京市旅游形象供需關系研究——基于旅游官網(wǎng)和網(wǎng)絡游記中的感知形象[J];市場周刊(理論研究);2016年07期

2 張梅花;;淺談旅游規(guī)劃的社區(qū)參與效果[J];科技風;2015年03期

相關碩士學位論文 前6條

1 柳夏方;基于內(nèi)容分析的廣州旅游目的地品牌資產(chǎn)評價與提升研究[D];廣東工業(yè)大學;2016年

2 高滑;城市旅游營銷口號受眾評價研究[D];重慶工商大學;2016年

3 曹婷婷;基于數(shù)字足跡的旅游目的地景觀共現(xiàn)效應研究[D];上海師范大學;2016年

4 姜舒雅;基于網(wǎng)絡內(nèi)容分析法的杭州旅游目的地感知形象及其提升策略研究[D];浙江工商大學;2015年

5 白稚萍;文化名樓景區(qū)感知形象對旅游者忠誠度影響研究[D];湖南師范大學;2015年

6 彭長江;旅游目的地網(wǎng)絡形象模型研究及應用[D];中國地質大學(北京);2015年

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本文編號：1631579