摘要
近年来,互联网和旅游业的融合发展不断加深,由此带动旅游目的地形象的重要性也愈加明显。本文基于赤壁古战场网络游客点评,运用ROST CM6.0软件和网络文本法研究赤壁古战场旅游形象。结果表明,游客对赤壁古战场旅游形象的认知涵盖了旅游吸引物、旅游设施、旅游环境、旅游服务与管理四个方面。其中,游客对赤壁古战场旅游吸引物的人文历史感知最为强烈;游客对赤壁古战场的情感形象以积极情感为主,而旅游吸引物、旅游服务、旅游设施则是影响赤壁古战场形象感知的三个主要消极情感。景区可以从结果中汲取经验教训,让游客获得更高质量的旅游体验,从而进一步提高赤壁古战场旅游形象知名度。
In recent years,the integration and development of the Internet and the tourism industry has been deepening,and the importance of driving the image of tourism destinations has become increasingly obvious.This article is based on online tourist reviews of the Red Cliff Ancient Battlefield,using ROST CM6.0 software and online text methods to study the tourism image of the Red Cliff Ancient Battlefield.The results indicate that tourists'perception of the tourism image of the Red Cliff ancient battlefield covers four aspects:tourism attractions,tourism facilities,tourism environment,and tourism services and management.Among them,tourists have the strongest perception of the cultural and historical attractions of the Red Cliff Ancient Battlefield tourism;Tourists'emotional image of the Red Cliff Ancient Battlefield is mainly positive,while tourism attractions,tourism services,and tourism facilities are the three main negative emotions that affect the perception of the Red Cliff Ancient Battlefield image.Scenic spots can learn from the results and provide tourists with a higher quality tourism experience,thereby further enhancing the tourism image and popularity of the Red Cliff Ancient Battlefield.
作者
黄康
HUANG Kang(School of Economics and Management,Zhejiang Ocean University,Zhoushan,Zhejiang 316000)
出处
《江苏商论》
2024年第9期51-54,59,共5页
Jiangsu Commercial Forum
关键词
旅游形象感知
赤壁古战场
网络文本
内容分析法
tourism image perception
Red Cliff Ancient Battlefield
Online text
Content analysis method
作者简介
黄康(1994-),男,湖北武汉人,浙江海洋大学旅游管理专业在读研究生,研究方向:海洋旅游开发与管理。
