江西省城市旅游形象的网络化呈现
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摘要
基于互联网旅游大数据,以江西省11个地级市为研究对象,构建以互联网上目的地旅游知名度和旅游美誉度为基础指标的网络旅游形象矩阵,分析江西省各市网络旅游形象的感知与分异特征;在此基础上,结合旅游者网络评价的话语分析,采用语义网络分析和主题分析方法探讨网络虚拟社区中旅游者对江西省各市代表性景区的负面评价及影响因素。结果表明,江西各市网络旅游形象感知总体表现为知名度偏低但美誉度较突出的特征,各市间的网络旅游形象有较大差异;江西各市代表性景区负面评价语义网络呈现核心圈层、次核心圈层和外围圈层的核心—边缘意象结构;景点与景色、管理与服务、收费与消费是影响江西城市网络旅游形象的主要因素,并可进一步凝练成"性价比"这一综合问题。文章最后从宣传、整饰、提升三个层面提出加强江西城市网络旅游形象建设的建议。
Based on the network tourism big data and taking 11 prefecture-level cities in Jiangxi Province as the research object, this paper constructs the online tourism image matrix based on the network popularity and reputation of the tourism destination, analyzes the perception and differentiation characteristics of the online tourism image of each city in Jiangxi Province. On the basis of these, it explores the negative evaluation of the representative scenic spots in the internet virtual community and the influencing factors of city tourism destination image in Jiangxi Province applying the discourse analysis of the tourist network evaluation, the semantic network analysis and the topic analysis method. The results show that the overall perception of city tourism image in Jiangxi is characterized as low network popularity but high network reputation. The online tourism image among cities is quite different. The negative evaluation semantic network of representative scenic spots in Jiangxi is characterized as core-edge circle structure which is the core layer,subcore layer and edge layer. Attractions and scenery, management and services, fees and consumption are the main factors affecting the online tourism image of cities in Jiangxi Province, and can be further condensed into a comprehensive problem of "the ratio of price to performance". At the end of the article, the paper puts forward suggestions on strengthening the construction of online tourism image in various cities of Jiangxi Province from the perspectives of propaganda, decoration and promotion.
Based on the network tourism big data and taking 11 prefecture-level cities in Jiangxi Province as the research object, this paper constructs the online tourism image matrix based on the network popularity and reputation of the tourism destination, analyzes the perception and differentiation characteristics of the online tourism image of each city in Jiangxi Province. On the basis of these, it explores the negative evaluation of the representative scenic spots in the internet virtual community and the influencing factors of city tourism destination image in Jiangxi Province applying the discourse analysis of the tourist network evaluation, the semantic network analysis and the topic analysis method. The results show that the overall perception of city tourism image in Jiangxi is characterized as low network popularity but high network reputation. The online tourism image among cities is quite different. The negative evaluation semantic network of representative scenic spots in Jiangxi is characterized as core-edge circle structure which is the core layer,subcore layer and edge layer. Attractions and scenery, management and services, fees and consumption are the main factors affecting the online tourism image of cities in Jiangxi Province, and can be further condensed into a comprehensive problem of "the ratio of price to performance". At the end of the article, the paper puts forward suggestions on strengthening the construction of online tourism image in various cities of Jiangxi Province from the perspectives of propaganda, decoration and promotion.
引文
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[2]Calantone R J,Di Benedetto C A,Hakam A,et al.Multiple multinational tourism positioning using correspondence analysis[J].Journal of Travel Research,1989,28(2):25-32.
[3]Govers R,Go F M.Projected destination image online:Website content analysis of pictures and text[J].Information Technology&Tourism,2004,7(2):73-89.
[4]Gartner W C.Image formation process[J].Journal of Travel&Tourism Marketing,1994,2(2-3):191-216.
[5]Baloglu S,McCleary K W.A model of destination image formation[J].Annals of Tourism Research,1999,26(4):868-897.
[6]Sharma P,Nayak J K.Testing the role of tourists'emotional experiences in predicting destination image,satisfaction,and behavioral intentions:A case of wellness tourism[J].Tourism Management Perspectives,2018,28:41-52.
[7]Stylidis D,Shani A,Belhassen Y.Testing an integrated destination image model across residents and tourists[J].Tourism Management,2017,58:184-195.
[8]粟路军,何学欢,胡东滨,等.服务质量对旅游者抵制负面信息意愿的影响机制研究——基于Stimulus-Organism-Response(S-0-R)分析框架[J].旅游科学,2017,31(6):30-51.
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[11]Chew E Y T,Jahari S A.Destination image as a mediator between perceived risks and revisit intention:A case of post-disaster Japan[J].Tourism Management,2014,40:382-393.
[12]Tigre Moura F,Gnoth J,Deans K R.Localizing cultural values on tourism destination websites:The effects on users’willingness to travel and destination image[J].Journal of Travel Research,2015,54(4):528-542.
[13]Tseng C,Wu B,Morrison A M,et al.Travel blogs on China as a destination image formation agent:A qualitative analysis using Leximancer[J].Tourism Management,2015,46:347-358.
[14]Hankinson G.Destination brand images:a business tourism perspective[J].Journal of Services Marketing,2005,19(1):24-32.
[15]Horng J S,Liu C H,Chou H Y,et al.Understanding the impact of culinary brand equity and destination familiarity on travel intentions[J].Tourism Management,2012,33(4):815-824.
[16]曲颖,李天元.旅游目的地形象、定位和品牌化:概念辨析和关系阐释[J].旅游科学,2011,25(4):10-19,48.
[17]沈体雁,黄宁,彭长江,等.中国景区网络形象指数研究——基于互联网内容分析方法[J].旅游学刊,2015,30(6):80-90.
[18]李蕾蕾.旅游地形象策划理论与实务[M].广州:广东旅游出版社,1999:88-97.
[19]孙晓东,倪荣鑫.中国邮轮游客的产品认知,情感表达与品牌形象感知——基于在线点评的内容分析[J].地理研究,2018(6):1 159-1 180.
[20]刘彬,甘巧林.Web 2.0时代下的旅游摄影与婺源旅游地形象研究——基于旅游摄影照片的内容分析[J].旅游论坛,2015,8(2):54-60.
[21]邓宁,钟栎娜,李宏.基于UGC图片元数据的目的地形象感知——以北京为例[J].旅游学刊,2018,33(1):53-62.
[22]王永明,王美霞,李瑞,等.基于网络文本内容分析的凤凰古城旅游地意象感知研究[J].地理与地理信息科学,2015,31(1):64-67.
[23]郭风华,王琨,张建立,等.成都“五朵金花”乡村旅游地形象认知——基于博客游记文本的分析[J].旅游学刊,2015,30(4):84-94.
[24]李君轶,杨敏.基于关键词选择的在线旅游信息搜寻行为模式研究[J].旅游学刊,2013,28(10):15-22.
[25]吴恒,姚冬玲.基于词频分析的“驴友”旅游目的地选择研究[J].情报科学,2015,33(11):57-61.
[26]王佳果,王尧.基于NVivo软件的互联网旅游文本的质性研究——以贵州黔东南肇兴的旅游者文本为例[J].旅游论坛,2009,2(1):30-34.
[27]丛丽,吴必虎.基于网络文本分析的野生动物旅游体验研究——以成都大熊猫繁育研究基地为例[J].北京大学学报:自然科学版,2014,50(6):1 087-1 094.
[28]Li X,Pan B,Law R,et al.Forecasting tourism demand with composite search index[J].Tourism Management,2017,59:57-66.
[29]Yang X,Pan B,Evans J A,et al.Forecasting Chinese tourist volume with search engine data[J].Tourism Management,2015,46:386-397.
[30]孙烨,张宏磊,刘培学,等.基于旅游者网络关注度的旅游景区日游客量预测研究——以不同客户端百度指数为例[J].人文地理,2017(3):152-160.
[31]Lo I S,McKercher B,Lo A,et al.Tourism and online photography[J].Tourism Management,2011,32(4):725-731.
[32]Robinson R N S.The Tourist Gaze 3.0[J].International Journal of Contemporary Hospitality Management,2014,26(1):154-156.
[33]Ashworth G.Tourism promotion and power;creating images,creating identities[J].Tourism Management,2001,22(2):205-206.
[34]Garrod B.Exploring place perception a photo-based analysis[J].Annals of Tourism Research,2008,35(2):381-401.
[35]MacKay K J,Fesenmaier D R.Pictorial element of destination in image formation[J].Annals of Tourism Research,1997,24(3):537-565.
[36]刘丹萍.旅游凝视:从福柯到厄里[J].旅游学刊,2007,22(6):91-95.
[37]Lowe-Calverley E,Grieve R.Thumbs Up:A Thematic Analysis of Image-based Posting and Liking Behaviour on Social Media[J].Telematics and Informatics,2018:10.1016/j.tele.2018.06.003.
[38]Pritchard M P,Havitz M E.Destination appraisal:An analysis of critical incidents[J].Annals of Tourism Research,2006,33(1):25-46.
[39]Vaismoradi M,Turunen H,Bondas T.Content analysis and thematic analysis:Implications for conducting a qualitative descriptive study[J].Nursing&Health Sciences,2013,15(3):398-405.
[40]Kolbe R H,Burnett M S.Content-analysis research:An examination of applications with directives for improving research reliability and objectivity[J].Journal of Consumer Research,1991,18(2):243-250.
[41]Braun V,Clarke V,Terry G.Thematic analysis[J].Qual Res Clin Health Psychol,2014,24:95-114.
[42]CamprubíR,Coromina L.Content analysis in tourism research[J].Tourism Management Perspectives,2016,18:134-140.
[43]Mbaiwa J E,Stronza A L.Changes in resident attitudes towards tourism development and conservation in the Okavango Delta,Botswana[J].Journal of Environmental Management,2011,92(8):1 950-1 959.
[44]Douglas A C,Mills J E.Logging brand personality online:website content analysis of Middle Eastern and North African destinations[C]//Information and Communication Technologies in Tourism 2006.Vienna:Springer,2006:345-345.
[45]Seo S,Yun N,Kim O Y.Destination food image and intention to eat destination foods:a view from Korea[J].Current Issues in Tourism,2017,20(2):135-156.
[46]保继刚,楚义芳.旅游地理学(第三版)[M].北京:高等教育出版社,2011.
[47]侯兵,黄震方,尚正永.基于城市意象变迁的城市旅游形象塑造研究——以江苏省扬州市为例[J].经济地理,2009,29(12):2 012-2 017.
(1)由于不同景区之间评论数差异巨大,考虑到后续文本分析和主题编码的工作量,当总评论数少于300条时,为简化研究予以忽略。
[2]Calantone R J,Di Benedetto C A,Hakam A,et al.Multiple multinational tourism positioning using correspondence analysis[J].Journal of Travel Research,1989,28(2):25-32.
[3]Govers R,Go F M.Projected destination image online:Website content analysis of pictures and text[J].Information Technology&Tourism,2004,7(2):73-89.
[4]Gartner W C.Image formation process[J].Journal of Travel&Tourism Marketing,1994,2(2-3):191-216.
[5]Baloglu S,McCleary K W.A model of destination image formation[J].Annals of Tourism Research,1999,26(4):868-897.
[6]Sharma P,Nayak J K.Testing the role of tourists'emotional experiences in predicting destination image,satisfaction,and behavioral intentions:A case of wellness tourism[J].Tourism Management Perspectives,2018,28:41-52.
[7]Stylidis D,Shani A,Belhassen Y.Testing an integrated destination image model across residents and tourists[J].Tourism Management,2017,58:184-195.
[8]粟路军,何学欢,胡东滨,等.服务质量对旅游者抵制负面信息意愿的影响机制研究——基于Stimulus-Organism-Response(S-0-R)分析框架[J].旅游科学,2017,31(6):30-51.
[9]Gunn C A.Tourism planning[M].New York:Taylor&Francis,1980.
[10]徐小波,赵磊,刘滨谊,等中国旅游城市形象感知特征与分异[J].地理研究,2015,34(7):1 367-1 379.
[11]Chew E Y T,Jahari S A.Destination image as a mediator between perceived risks and revisit intention:A case of post-disaster Japan[J].Tourism Management,2014,40:382-393.
[12]Tigre Moura F,Gnoth J,Deans K R.Localizing cultural values on tourism destination websites:The effects on users’willingness to travel and destination image[J].Journal of Travel Research,2015,54(4):528-542.
[13]Tseng C,Wu B,Morrison A M,et al.Travel blogs on China as a destination image formation agent:A qualitative analysis using Leximancer[J].Tourism Management,2015,46:347-358.
[14]Hankinson G.Destination brand images:a business tourism perspective[J].Journal of Services Marketing,2005,19(1):24-32.
[15]Horng J S,Liu C H,Chou H Y,et al.Understanding the impact of culinary brand equity and destination familiarity on travel intentions[J].Tourism Management,2012,33(4):815-824.
[16]曲颖,李天元.旅游目的地形象、定位和品牌化:概念辨析和关系阐释[J].旅游科学,2011,25(4):10-19,48.
[17]沈体雁,黄宁,彭长江,等.中国景区网络形象指数研究——基于互联网内容分析方法[J].旅游学刊,2015,30(6):80-90.
[18]李蕾蕾.旅游地形象策划理论与实务[M].广州:广东旅游出版社,1999:88-97.
[19]孙晓东,倪荣鑫.中国邮轮游客的产品认知,情感表达与品牌形象感知——基于在线点评的内容分析[J].地理研究,2018(6):1 159-1 180.
[20]刘彬,甘巧林.Web 2.0时代下的旅游摄影与婺源旅游地形象研究——基于旅游摄影照片的内容分析[J].旅游论坛,2015,8(2):54-60.
[21]邓宁,钟栎娜,李宏.基于UGC图片元数据的目的地形象感知——以北京为例[J].旅游学刊,2018,33(1):53-62.
[22]王永明,王美霞,李瑞,等.基于网络文本内容分析的凤凰古城旅游地意象感知研究[J].地理与地理信息科学,2015,31(1):64-67.
[23]郭风华,王琨,张建立,等.成都“五朵金花”乡村旅游地形象认知——基于博客游记文本的分析[J].旅游学刊,2015,30(4):84-94.
[24]李君轶,杨敏.基于关键词选择的在线旅游信息搜寻行为模式研究[J].旅游学刊,2013,28(10):15-22.
[25]吴恒,姚冬玲.基于词频分析的“驴友”旅游目的地选择研究[J].情报科学,2015,33(11):57-61.
[26]王佳果,王尧.基于NVivo软件的互联网旅游文本的质性研究——以贵州黔东南肇兴的旅游者文本为例[J].旅游论坛,2009,2(1):30-34.
[27]丛丽,吴必虎.基于网络文本分析的野生动物旅游体验研究——以成都大熊猫繁育研究基地为例[J].北京大学学报:自然科学版,2014,50(6):1 087-1 094.
[28]Li X,Pan B,Law R,et al.Forecasting tourism demand with composite search index[J].Tourism Management,2017,59:57-66.
[29]Yang X,Pan B,Evans J A,et al.Forecasting Chinese tourist volume with search engine data[J].Tourism Management,2015,46:386-397.
[30]孙烨,张宏磊,刘培学,等.基于旅游者网络关注度的旅游景区日游客量预测研究——以不同客户端百度指数为例[J].人文地理,2017(3):152-160.
[31]Lo I S,McKercher B,Lo A,et al.Tourism and online photography[J].Tourism Management,2011,32(4):725-731.
[32]Robinson R N S.The Tourist Gaze 3.0[J].International Journal of Contemporary Hospitality Management,2014,26(1):154-156.
[33]Ashworth G.Tourism promotion and power;creating images,creating identities[J].Tourism Management,2001,22(2):205-206.
[34]Garrod B.Exploring place perception a photo-based analysis[J].Annals of Tourism Research,2008,35(2):381-401.
[35]MacKay K J,Fesenmaier D R.Pictorial element of destination in image formation[J].Annals of Tourism Research,1997,24(3):537-565.
[36]刘丹萍.旅游凝视:从福柯到厄里[J].旅游学刊,2007,22(6):91-95.
[37]Lowe-Calverley E,Grieve R.Thumbs Up:A Thematic Analysis of Image-based Posting and Liking Behaviour on Social Media[J].Telematics and Informatics,2018:10.1016/j.tele.2018.06.003.
[38]Pritchard M P,Havitz M E.Destination appraisal:An analysis of critical incidents[J].Annals of Tourism Research,2006,33(1):25-46.
[39]Vaismoradi M,Turunen H,Bondas T.Content analysis and thematic analysis:Implications for conducting a qualitative descriptive study[J].Nursing&Health Sciences,2013,15(3):398-405.
[40]Kolbe R H,Burnett M S.Content-analysis research:An examination of applications with directives for improving research reliability and objectivity[J].Journal of Consumer Research,1991,18(2):243-250.
[41]Braun V,Clarke V,Terry G.Thematic analysis[J].Qual Res Clin Health Psychol,2014,24:95-114.
[42]CamprubíR,Coromina L.Content analysis in tourism research[J].Tourism Management Perspectives,2016,18:134-140.
[43]Mbaiwa J E,Stronza A L.Changes in resident attitudes towards tourism development and conservation in the Okavango Delta,Botswana[J].Journal of Environmental Management,2011,92(8):1 950-1 959.
[44]Douglas A C,Mills J E.Logging brand personality online:website content analysis of Middle Eastern and North African destinations[C]//Information and Communication Technologies in Tourism 2006.Vienna:Springer,2006:345-345.
[45]Seo S,Yun N,Kim O Y.Destination food image and intention to eat destination foods:a view from Korea[J].Current Issues in Tourism,2017,20(2):135-156.
[46]保继刚,楚义芳.旅游地理学(第三版)[M].北京:高等教育出版社,2011.
[47]侯兵,黄震方,尚正永.基于城市意象变迁的城市旅游形象塑造研究——以江苏省扬州市为例[J].经济地理,2009,29(12):2 012-2 017.
(1)由于不同景区之间评论数差异巨大,考虑到后续文本分析和主题编码的工作量,当总评论数少于300条时,为简化研究予以忽略。
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