旅游目的地独特形象与刻板形象关联关系——以杭州为例
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摘要
旅游目的地独特形象和刻板形象是旅游目的地形象研究中的重要概念,揭示二者的关联关系能够加深对旅游目的地形象的理论认识。文章以杭州国内旅游目的地形象为例,通过分析旅游目的地形象词汇的提及顺序,应用思维适应性控制(ACT)理论和内容分析法、社会网络分析法等方法对旅游目的地独特形象与刻板形象的关联关系进行研究。主要结论如下:第一,旅游目的地形象是以形象词汇网络的形式在记忆中进行表征的,旅游者通过扩展激活的方式对旅游目的地形象词汇进行提取。第二,旅游目的地独特形象与刻板形象存在关联关系,独特形象与刻板形象词汇的词频分布特征相似,网络结构特征相同,关键词汇趋于一致。第三,独特形象是对刻板形象的提升与凝练,比刻板形象更加具象化。第四,独特形象与刻板形象的关联关系的强弱存在群体差异。研究揭示了旅游目的地独特形象与刻板形象的关联关系,为旅游目的地形象研究提供了新的视角和方法,对旅游目的地的形象策划和营销工作具有实践指导意义。
Destination image is belived to have a strong effect on tourist behavior. It has become one of the most studied areas in tourism literature. However the concept of tourist destination image is vague.Due to the complex nature of the destination image construct, Scholars build many conceptual models of destination image and proposed different dimensions of tourism destination image. Many studies focused on measuring destinaton image, but few studies have investigated the interaction of destination image dimensions. This study reveals the association between unique image and stereotype image of tourism destination, in order to improve the theoretical understanding of tourism destination image.Unique image and stereotype image are both important content of tourism image research. People tend to rely on their stereotyped beliefs to process information about destination. So stereotype image should have impacts on the process of unique image. However, this assumption has not been sufficiently tested and substantiated. Adapt control thought of theory(ACT) has been used to reveal the thinking structure of tourism destination image. According to Adapt Control Thought of Theory,knowledge or memory is retrieved via a"spreading activation"process-the presence of a cue will activate a corresponding information nods. So the top of mind image word must occupy a favorable,and presumably unique, position in tourist's memories. Social network analysis using nodes and ties indicates social actors and relational content, which can be used to represent the thinking structure of destination image. Content analysis has been applied to reflect the distribution pattern of destination image phrases and describe the connective relationship between unique image and stereotype image.Diversity indicators have been used to depict the variety and relative abundance of destination image.The empirical data are obtained via a large samples survey of tourists who already visited Hangzhou regarding the stereotype image and unique image they hold about Hangzhou. Respondents are instructed to list the top three words or short phrases of stereotype image and unique image about Hangzhou. The result shows that the differences between the first recall series and the subsequent recall series are due to the frequencies of the head images rather than the tail images, which means the first recall series are capture a large portion of overall image, the subsequent recall series are indicate the diversity of image. Unique image is related to stereotype image, including lexical distribution, lexical diversity, Lexical combination structure and Dimension combination. The shape of stereotype image and unique image distributions followed the power law with different coefficients. Unique image is more salient than stereotype. Diversity indicators also show that Stereotype image is more abundant than unique image. Unique image and stereotype image have the same lexical combination structure,but image dimensions have different level of activation in stereotype image and unique image. To conclude, Unique image is formed by sharping stereotype image, lexical distribution is more concentrated,lexical meaning is more specific. Also the connective relationship between stereotype image and unique image has group difference. This study provides a new view of image evaluation, and provide theoretical basis for destination marketing.
Destination image is belived to have a strong effect on tourist behavior. It has become one of the most studied areas in tourism literature. However the concept of tourist destination image is vague.Due to the complex nature of the destination image construct, Scholars build many conceptual models of destination image and proposed different dimensions of tourism destination image. Many studies focused on measuring destinaton image, but few studies have investigated the interaction of destination image dimensions. This study reveals the association between unique image and stereotype image of tourism destination, in order to improve the theoretical understanding of tourism destination image.Unique image and stereotype image are both important content of tourism image research. People tend to rely on their stereotyped beliefs to process information about destination. So stereotype image should have impacts on the process of unique image. However, this assumption has not been sufficiently tested and substantiated. Adapt control thought of theory(ACT) has been used to reveal the thinking structure of tourism destination image. According to Adapt Control Thought of Theory,knowledge or memory is retrieved via a"spreading activation"process-the presence of a cue will activate a corresponding information nods. So the top of mind image word must occupy a favorable,and presumably unique, position in tourist's memories. Social network analysis using nodes and ties indicates social actors and relational content, which can be used to represent the thinking structure of destination image. Content analysis has been applied to reflect the distribution pattern of destination image phrases and describe the connective relationship between unique image and stereotype image.Diversity indicators have been used to depict the variety and relative abundance of destination image.The empirical data are obtained via a large samples survey of tourists who already visited Hangzhou regarding the stereotype image and unique image they hold about Hangzhou. Respondents are instructed to list the top three words or short phrases of stereotype image and unique image about Hangzhou. The result shows that the differences between the first recall series and the subsequent recall series are due to the frequencies of the head images rather than the tail images, which means the first recall series are capture a large portion of overall image, the subsequent recall series are indicate the diversity of image. Unique image is related to stereotype image, including lexical distribution, lexical diversity, Lexical combination structure and Dimension combination. The shape of stereotype image and unique image distributions followed the power law with different coefficients. Unique image is more salient than stereotype. Diversity indicators also show that Stereotype image is more abundant than unique image. Unique image and stereotype image have the same lexical combination structure,but image dimensions have different level of activation in stereotype image and unique image. To conclude, Unique image is formed by sharping stereotype image, lexical distribution is more concentrated,lexical meaning is more specific. Also the connective relationship between stereotype image and unique image has group difference. This study provides a new view of image evaluation, and provide theoretical basis for destination marketing.
引文
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[13]LAI K, LI Y. Core-periphery structure of destination image:Concept, evidence and implication[J]. Annals of Tourism Research, 2012, 39(3):1359-1379.
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[15]COSHALL J T. Measurement of tourists.images:The repertory grid approach[J]. Journal of Travel Research, 2000, 39(1):85.
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[17]TEGEGNE W A, MOYLE B D, BECKEN S. A qualitative system dynamics approach to understanding destination image[J]. Journal of Destination Marketing&Management, 2018, 8(1):14-22.
[18]FAN Xiaohua, NIU Yongge. Evaluation of tourism slogans based on unique selling proposition theory:Taking China.s 5A rated tourism attractions as an example[J]. Journal of Xihua University:Philosophy&Social Sciences, 2014, 33(3):71-75.[范小华,牛永革.基于独特销售主张理论的旅游口号评价——以中国5A级旅游景区为例[J].西华大学学报:哲学社会科学版, 2014, 33(3):71-75.]
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[20]ZHANG Jucai, ZHANG Quanxi. The construction and dissemination of regional tourism destination image:A case of Hebei Province[J]. Enterprise Economy, 2013, 33(11):116-129.[张巨才,张全喜.区域旅游目的地形象的构建与传播——以河北省为例[J].企业经济, 2013, 33(11):116-129.]
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[22]PHAU I, LAU K C. Conceptualising brand personality:A review and research propositions[J]. Journal of Targeting, Measurement and Analysis for Marketing, 2000, 9(1):52-69.
[23]CHUNG S, PARK J. The influence of brand personality and relative brand identification on brand loyalty in the european mobile phone market[J]. Canadian Journal of Administrative Sciences/Revue Canadienne des Sciences de l'Administration,2017, 34(1):47-62.
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