摘要
研究选取山东省淄博市作为案例地,搜集新浪微博的网络文本数据,基于“认知—情感”理论模型,利用网络文本分析法分析游客对淄博市的旅游形象感知。结果显示:在认知形象上,主要围绕“淄博烧烤”展开,烧烤已经成为淄博的重要旅游吸引物;在情感形象上,游客感知主要以积极情绪为主,负面情绪较少;从整体形象上来看,淄博市是“网红城市”“烧烤之城”“好客之都”,整体形象良好。对此,淄博市可以挖掘城市特色,推出更具体验性的旅游产品;完善客流监控,引导游客分流;将产品和活动打造成品牌IP,提升影响力;把控市场变化,灵活调整营销策略。
The study selects Zibo City in Shandong Province for a case study,collects online text data from Sina Weibo,and analyses tourists perception of Zibo City's tourism image based on the“cognitive-affective”theoretical model using network text analysis.The results show that:In the cognitive image,it mainly focuses on“Zibo barbecue”,which has become an important tourist attraction in Zibo.In the affective image,tourists perceive mainly positive emotions,less negative emotions.From the overall image,Zibo is an internet-famous city,a hospitable city of barbecue.the overall image is good.In this regard,Zibo city can tap into the city characteristics and launch more experienced tourism products.Improve the monitoring of passenger flow,guide the diversion of tourists.Build products and events into brand IP to enhance its influence.Control market changes and adjust marketing strategies flexibly.
作者
李经龙
杜莹莹
LI Jinglong;DU Yingying(School of Business,Anhui University,Hefei 230601,Anhui,China)
出处
《四川旅游学院学报》
2024年第5期28-34,共7页
Journal of Sichuan Tourism University
关键词
社交媒体
网红城市
旅游形象感知
影响
淄博市
social media
internet-famous city
perceived tourism image
impact
Zibo city
作者简介
李经龙,男,博士,安徽大学商学院教授、硕士生导师,研究方向:旅游开发与规划;杜莹莹,女,安徽大学商学院硕士研究生,研究方向:旅游目的地管理。
