基于网络内容分析法的成都市旅游感知形象研究

发布时间：2018-03-18 22:28

本文选题：旅游感知形象　切入点：内容分析法　出处：《西南大学》2014年硕士论文　论文类型：学位论文

【摘要】：互联网的普及和发展,正在快速颠覆传统产业的发展模式,对旅游业的影响主要体现在两方面,一方面改变旅游目的地的营销方式,旅游目的地通过自建网站或者通过旅游综合网站传播旅游形象,另一方面改变游客或潜在游客的出游决策方式,大量的网络游记和目的地评论成为游客选择旅游目的地的重要参考。所以非常有必要通过互联网信息来研究目的地旅游形象。但笔者在研究了大量文献之后发现：目前,我国有关旅游目的地形象的研究主要从供给的角度考虑问题,研究的重点集中在旅游形象的设计方面,多数文章强调的是如何塑造一个特定目的地的旅游形象,以及如何把旅游形象传播到特定的客源市场。其结果是,大多数旅游目的地宣传推广中,仅仅考虑了旅游形象的发射,而没有考虑到旅游形象的接收情况。一方面旅游目的地热火朝天地设计形象、推广形象,另一方面客源市场对营销推广信息的接收效果与预期相距甚远。所以迫切需要从供给和需求两方面来研究旅游形象。且鲜有学者通过互联网信息来研究成都的旅游形象和旅游感知形象。鉴于此,本文通过文献分析法、内容分析法、ROST软件分析法,在回顾和总结国内外相关理论与实践经验的基础上,基于旅游官方网站如中国旅游网、四川旅游政务网、成都旅游政务网站上进行信息采集,并在国内网站知名论坛上获取游客网络游记,研究旅游目的地管理者与游客对成都旅游形象认知差异,并在此基础上提出了成都旅游形象的提升策略。本文一共包括五章：第一章为绪论部分,主要介绍了研究背景、相关研究现状、研究内容与方法,分析了选题研究的目的和意义。第二章是概念界定与理论基础,通过梳理旅游形象和旅游感知形象等相关概念和理论,为利用网络内容分析法这一工具研究目的地旅游形象奠定了理论基础。第三章是成都旅游感知形象研究,是论文的重点也是难点部分,首先运用内容分析法,建构分析类目,对研究样本进行编码,检验编码结果信度,对旅游感知形象属性编码结果进行描述性统计,了解旅游感知形象属性各类目频次分布,通过游客基本特征、认知形象分析、情感形象分析和重游意愿分析,进一步完善对游客对成都旅游感知形象的认识,了解成都旅游形象现阶段存在的问题。；再次,介绍成都旅游发展概况和成都旅游形象现状；其次以成都旅游官网和网络游记文本为样本,使用Rost content Mining内容挖掘软件提取描述成都旅游感知形象的高频特征词和频数,初步了解旅游目的地管理者和游客对成都旅游感知形象的差异。第四章是成都旅游形象提升策略,根据之上的研究结果,从改进现有成都旅游形象缺陷的角度和整合传播成都旅游形象的角度提出针对性的提升策略。第五章是结论与展望,在对全文进行概括总结的基础上,提出了本文的不足和研究展望。希望本文能对旅游感知形象的理论研究起到一定的扩充作用,并能对成都旅游形象的提升起到一定的借鉴作用。
[Abstract]:The development and popularization of the Internet, is quick to subvert the traditional development model of the industry, the impact on the tourism industry is mainly embodied in two aspects, on the one hand, the change of tourism destination marketing, tourism destination through self built website or by Tourism Website Dissemination of tourism image, on the other hand the change of tourists or potential tourists travel way of decision-making. A large number of network travel and destination comments become tourists choose important reference tourism destination. So it is very necessary to study the tourism destination image information through the Internet.
But the author found that after extensive literature study: at present, the domestic research on tourism destination image mainly consider the problem from the angle of supply, the design of the study focuses on the tourism image, the most emphasis is how to create a specific destination tourism image, and how to get to the dissemination of tourism image the tourist market in particular. As a result, most of the tourism destination promotion, only consider the tourism image of the launch, without considering the reception of tourism image. On the one hand to fire up geothermal tourism design image, image promotion, on the other hand, the tourist market of reception and expected marketing information far apart. There is an urgent need to study the tourism image from two aspects of supply and demand information through the Internet. And few scholars to study Chengdu's tourism image and Tourism Perception Image.
In view of this, this article through the literature analysis, content analysis, analysis of ROST software, based on reviewing and summarizing the relevant theory and practice experience, the official website of tourism such as Chinese tourism network based on travel in Sichuan, Chengdu Tourism Administration website on the information collection and access network in the domestic tourists travel website the famous forum, the difference of tourism destination management and tourists' perception of Chengdu tourism image, and put forward the strategy to enhance the tourism image of Chengdu.
This paper consists of five chapters: the first chapter is the introduction part, mainly introduces the research background, research status, research contents and methods, analyzes the purpose and significance of the topic research. The second chapter is the definition and theoretical basis, through combing the tourism image and tourism perception image and other related concepts and theories, laid the theoretical foundation for the use of network content analysis tools this study on tourism destination image. The third chapter is the study on the tourism image of Chengdu, is a key and difficult part of the paper, firstly, using the content analysis method, construction analysis category, encoding the research sample, test results encoding reliability, descriptive statistics on the perceived image attribute encoding results. To understand the perceived image attributes of various mesh frequency distribution, through the basic characteristics of tourists, image analysis, image analysis and willingness to revisit the emotional analysis, further To improve the understanding of tourists Chengdu tourism image, tourism image of Chengdu understand the existence problem of the present stage.; thirdly, introduces the situation of Chengdu tourism development and the status quo of Chengdu tourism image; next to the Chengdu tourism website and the travel network text as a sample, using the Rost content Mining content mining software to extract high frequency characteristics and the frequency of Chengdu tourism perception the image of the preliminary understanding of tourism destination managers and tourists to Chengdu tourism image perception differences. The fourth chapter is the Chengdu tourism image promotion strategy, according to the research results above, puts forward improvement from the defects of the existing tourism image of Chengdu and the angle of integration of Chengdu tourism image communication perspective to promote the strategy of the fifth chapter is the conclusion. And prospect, summarizes the full text, put forward the deficiencies and research. I hope this paper can give a sense of Tourism The theoretical research of knowledge image plays a certain expansion role and can play a certain reference to the promotion of Chengdu's tourism image.

【学位授予单位】：西南大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F592.7

【引证文献】