本文選題：武漢市 + 感知形象　； 參考：《華中師范大學(xué)》2017年碩士論文

【摘要】：旅游目的地形象(Tourism Destination Image, TDI)對(duì)目的地提升旅游競(jìng)爭(zhēng)力,開(kāi)拓游客市場(chǎng)具有重大意義。武漢市已成為中部旅游中心城市,旅游人數(shù)和旅游收入都大幅增長(zhǎng)。但是,旅游者對(duì)武漢旅游仍然有較多負(fù)面的消極感知,且武漢市旅游投射形象的塑造和傳播也有待優(yōu)化。本文嘗試將旅游目的地形象分為基于旅游者的感知形象和基于塑造者的投射形象,以網(wǎng)絡(luò)文本為研究資料,以旅游地理學(xué)、心理學(xué)和傳播學(xué)的相關(guān)理論為基礎(chǔ),運(yùn)用基于扎根理論的內(nèi)容分析法,分析武漢市感知形象和投射形象的內(nèi)容和特征,并對(duì)兩種旅游形象進(jìn)行對(duì)比分析,找出兩種形象的異同,最后針對(duì)性提出兩種形象的優(yōu)化策略。首先從認(rèn)知形象、情感形象和整體形象三個(gè)維度分析了武漢市感知形象的內(nèi)容和特征。認(rèn)知形象包括眾多概念,進(jìn)而分析出22個(gè)范疇,最后歸納出旅游新吸引物、文化底蘊(yùn)、旅游環(huán)境與氛圍、接待設(shè)施與服務(wù)、旅游商品與物價(jià)、節(jié)慶活動(dòng)與演出和區(qū)劃位置7個(gè)主范疇,總結(jié)出了不同范疇的特點(diǎn)。情感形象分析出認(rèn)知形象中的22個(gè)范疇的情感傾向有差異,但整體以積極情感感知為主,尤其是“愉悅的”、“放松的”的情緒比較突出。整體形象呈現(xiàn)復(fù)合、統(tǒng)一、對(duì)立和多元的特點(diǎn)。接著從形象構(gòu)成、情感傳達(dá)和整體形象三個(gè)維度分析了武漢市投射形象的內(nèi)容和特征。形象構(gòu)成中包括眾多概念,進(jìn)而分析出21個(gè)范疇,最后歸納出旅游吸引物、接待設(shè)施、文化底蘊(yùn)、旅游環(huán)境與氛圍、節(jié)慶活動(dòng)與演出、信息服務(wù)和旅游業(yè)新動(dòng)向7個(gè)主范疇,總結(jié)出了不同范疇的特點(diǎn)。投射形象中情感傳達(dá)的內(nèi)容相對(duì)較少,認(rèn)知形象中的各個(gè)范疇基本都以正向積極的情感傳達(dá)為主。整體形象的投射呈現(xiàn)出多元的、積極的和正面的特點(diǎn)。然后從認(rèn)知形象、情感形象和整體形象三個(gè)維度分別對(duì)比分析了武漢市投射形象和感知形象的異同,兩種形象統(tǒng)一處是武漢市旅游發(fā)展應(yīng)繼續(xù)保持并擴(kuò)大競(jìng)爭(zhēng)優(yōu)勢(shì)的環(huán)節(jié),兩種形象差異處是武漢市旅游發(fā)展的主要問(wèn)題環(huán)節(jié)。差異主要是由武漢市旅游發(fā)展過(guò)程中的現(xiàn)實(shí)問(wèn)題、投射形象的超前性和趨好性、感知形象具有一定的滯后性、感知形象易受個(gè)體因素和偶發(fā)因素影響和研究資料的特殊性和局限性造成。最后針對(duì)武漢市感知形象和投射形象的特征和差異,分別提出了優(yōu)化策略。從旅游吸引物系統(tǒng)、旅游基礎(chǔ)設(shè)施和公共服務(wù)設(shè)施系統(tǒng)、旅游環(huán)境與氛圍系統(tǒng)、感知形象評(píng)價(jià)和反饋機(jī)制系統(tǒng)提出了感知形象的優(yōu)化策略。從投射形象塑造角度和傳播角度提出了投射形象的優(yōu)化策略。
[Abstract]:Tourism destination Image (TDI) is of great significance to promote tourism competitiveness and develop tourist market. Wuhan has become a central tourist center city, the number of tourists and tourism revenue have increased significantly. However, tourists still have a lot of negative perception of Wuhan tourism, and the portrayal and dissemination of Wuhan tourism projection image need to be optimized. This paper attempts to divide the image of tourist destination into the image of tourists based on perception and projection image based on shaper, taking the network text as the research material, and based on the related theories of tourism geography, psychology and communication, as well as the related theories of tourism geography, psychology and communication. By using the content analysis method based on the rooted theory, this paper analyzes the content and characteristics of the perceptual image and the projective image of Wuhan City, and makes a comparative analysis of the two kinds of tourist images, and finds out the similarities and differences between the two images. Finally, two kinds of image optimization strategies are put forward. Firstly, the content and characteristics of perceived image in Wuhan are analyzed from three dimensions: cognitive image, emotional image and overall image. Cognitive image includes many concepts, and then analyzes 22 categories. Finally, it concludes tourism new attraction, cultural background, tourism environment and atmosphere, reception facilities and services, tourism commodities and prices. There are seven main categories of festival activities, performances and regional location, and the characteristics of different categories are summarized. The affective image analysis shows that there are differences in emotional tendencies in 22 categories of cognitive image, but the whole is mainly positive emotional perception, especially the "pleasant" and "relaxed" emotions. The overall image presents the characteristics of composition, unity, opposition and pluralism. Then it analyzes the content and characteristics of Wuhan projection image from three dimensions of image constitution, emotional communication and overall image. The image structure includes many concepts, and then analyzes 21 categories. Finally, it concludes seven main categories: tourism attraction, reception facilities, cultural background, tourism environment and atmosphere, festival activities and performances, information services and new trends of tourism. The characteristics of different categories are summarized. The content of emotional communication in projection image is relatively small, and all categories of cognitive image are mainly positive emotional communication. The projection of the whole image shows the characteristics of multiple, positive and positive. Then, from the three dimensions of cognitive image, emotional image and overall image, this paper compares and analyzes the similarities and differences between the projection image and the perceptual image in Wuhan. The unity of the two images is the link that the tourism development of Wuhan should continue to maintain and expand its competitive advantage. The two kinds of image difference is the main problem link of Wuhan tourism development. The difference is mainly caused by the realistic problems in the process of tourism development in Wuhan. The projection image is forward and better, and the perceived image has a certain lag. Perceived image is easily influenced by individual factors and accidental factors and the particularity and limitation of research data. Finally, according to the characteristics and differences of perceived image and projection image in Wuhan, the optimization strategies are put forward. The optimization strategies of perceived image are put forward from tourism attraction system, tourism infrastructure and public service facility system, tourism environment and atmosphere system, perceived image evaluation and feedback mechanism system. The optimization strategy of projection image is put forward from the angle of projective image shaping and transmission.
【學(xué)位授予單位】：華中師范大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：F592.7

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