本文選題：旅游感知形象 + 旅游投射形象�。� 參考：《南京師范大學(xué)》2017年碩士論文

【摘要】：當(dāng)前社會(huì)已經(jīng)進(jìn)入體驗(yàn)經(jīng)濟(jì)時(shí)代,旅游業(yè)的發(fā)展在步入新階段的同時(shí),旅游開發(fā)與管理也面臨著更大的挑戰(zhàn)。旅游領(lǐng)域的競(jìng)爭(zhēng)層次在不斷深化,除了傳統(tǒng)的旅游吸引物之外,旅游地形象逐漸成為旅游目的地競(jìng)爭(zhēng)的制勝法寶之一。隨著互聯(lián)網(wǎng)的迅速普及和深入發(fā)展,大數(shù)據(jù)時(shí)代已然來臨,廣大互聯(lián)網(wǎng)用戶開始使用網(wǎng)絡(luò)在線預(yù)訂相關(guān)旅游產(chǎn)品,同時(shí)越來越多的旅游者開始通過網(wǎng)絡(luò)將旅游行程中的見聞和體驗(yàn)通過網(wǎng)絡(luò)游記、旅游攻略和旅游地點(diǎn)評(píng)等方式表達(dá)出來,與廣大旅游者分享,海量的網(wǎng)絡(luò)文本是游客心中旅游地形象的直接傳播途徑,旅游開發(fā)管理部門亦可根據(jù)這些網(wǎng)絡(luò)文本明確旅游者感知形象與官方投射形象的差異,進(jìn)而有針對(duì)性地修正官方投射形象,塑造理想的旅游形象。本文以南京市為案例地,在廣泛梳理國(guó)內(nèi)外相關(guān)文獻(xiàn)的基礎(chǔ)上,分別以旅游者的角度和旅游行政部門的角度為切入點(diǎn),首先,借助“火車頭”采集器配置相應(yīng)程序,將在大數(shù)據(jù)背景下采集到的大量旅游者網(wǎng)絡(luò)游記文本和官方旅游網(wǎng)站資訊文本作為本研究的數(shù)據(jù)來源;其次,進(jìn)行研究設(shè)計(jì),建立分析類目,構(gòu)建旅游地感知形象模型,通過ROSTCM軟件,運(yùn)用內(nèi)容分析法,定性和定量研究相結(jié)合,分別分析南京市旅游者認(rèn)知形象和情感形象,得出兩點(diǎn)主要結(jié)論:①旅游資源是南京市旅游者認(rèn)知形象四大主類目中出現(xiàn)頻數(shù)最高的類目,其中關(guān)于人文旅游資源的感知最深刻;南京市的美食小吃也給旅游者留下了較為深刻的印象,評(píng)價(jià)較高;②旅游者對(duì)南京旅游形象的情感認(rèn)知以積極正面情感為主,且感情強(qiáng)烈;對(duì)南京旅游形象表現(xiàn)出了少數(shù)消極負(fù)面情感,反應(yīng)并不強(qiáng)烈;再次,通過分析官方旅游網(wǎng)站資訊推介文本,得出南京市官方投射形象,分析旅游者感知形象和官方投射形象的差異所在,得出主要結(jié)論如下:官方投射形象和旅游者感知形象在“夫子廟”、“中山陵”等南京市招牌旅游景區(qū)景點(diǎn)和“文化”、“梅花”等南京城市印象上屬于“認(rèn)同”現(xiàn)象,擁有共同的認(rèn)知基礎(chǔ);在“生態(tài)旅游”、“智慧旅游”等國(guó)家引導(dǎo)旅游政策以及“牛首山”、“大報(bào)恩寺”等非景點(diǎn)景區(qū)存在“錯(cuò)位”現(xiàn)象,應(yīng)引起重視;最后根據(jù)上述結(jié)論有針對(duì)性地提出要平衡旅游人文資源、自然資源和社會(huì)資源的發(fā)展、多角度構(gòu)建官方旅游網(wǎng)站等策略,為南京市的旅游形象提升與塑造提供依據(jù)。
[Abstract]:The current society has entered the era of experience economy, the development of tourism has entered a new stage, tourism development and management is also facing greater challenges. In addition to traditional tourism attraction, tourism destination image has gradually become one of the magic weapons to win the competition of tourism destination. With the rapid popularization and in-depth development of the Internet, the era of big data has come, the vast number of Internet users began to use online booking related tourism products, At the same time, more and more tourists begin to express their experiences and experiences in the travel through the Internet, such as travel notes, travel strategies and tourism destination reviews, and share them with the vast number of tourists. Mass network text is the direct communication way of tourist destination image in tourists' hearts, and tourism development management department can also make clear the difference between tourists' perceived image and official projection image according to these network texts. Then the official projection image is revised and the ideal tourism image is created. This paper takes Nanjing as a case study, on the basis of extensive combing the relevant literature at home and abroad, taking the angle of tourists and tourism administrative departments as the starting point, first of all, with the help of "locomotive" collector to configure the corresponding procedures. A large number of tourist travel notes and official travel website information texts collected under the background of big data are taken as the data source of this study. Secondly, the research design, the establishment of analytical categories, the establishment of tourism destination perception image model, By using rostCM software, using content analysis method, combining qualitative and quantitative research, this paper analyzes the cognitive image and emotional image of tourists in Nanjing, respectively. There are two main conclusions: (1) Tourism resources are the most frequent category among the four main categories of tourist cognitive image in Nanjing, among which the most profound perception of humanistic tourism resources; Nanjing's gourmet snacks also left a deep impression on tourists, appraising the high tourists' emotional cognition of Nanjing tourism image is mainly positive emotion, and the feelings are strong; Nanjing tourism image shows a few negative feelings, the response is not strong; again, through the analysis of the official tourism website information to promote the text, get the Nanjing official projection image, By analyzing the difference between tourists' perceived image and official projection image, the main conclusions are as follows: official projection image and tourists' perceived image are located in "Confucius Temple", "Sun Yat-sen Mausoleum" and other famous scenic spots and "culture" in Nanjing. The impression of "plum blossom" and other cities in Nanjing belongs to the phenomenon of "identity" and has a common cognitive foundation, leading tourism policies and "Niu Shoushan" in countries such as "ecotourism", "intelligent tourism", etc. The phenomenon of "dislocation" in non-scenic spots such as "Da Bao Ensi" should be paid attention to. Finally, according to the above conclusions, it is proposed to balance the development of tourism human resources, natural resources and social resources. The construction of official tourism website from different angles provides the basis for the promotion and shaping of Nanjing's tourism image.
【學(xué)位授予單位】：南京師范大學(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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