基于网络文本的武汉市旅游形象特征及优化研究

发布时间：2018-06-16 09:02

本文选题：武汉市 + 感知形象　；参考：《华中师范大学》2017年硕士论文

【摘要】：旅游目的地形象(Tourism Destination Image, TDI)对目的地提升旅游竞争力,开拓游客市场具有重大意义。武汉市已成为中部旅游中心城市,旅游人数和旅游收入都大幅增长。但是,旅游者对武汉旅游仍然有较多负面的消极感知,且武汉市旅游投射形象的塑造和传播也有待优化。本文尝试将旅游目的地形象分为基于旅游者的感知形象和基于塑造者的投射形象,以网络文本为研究资料,以旅游地理学、心理学和传播学的相关理论为基础,运用基于扎根理论的内容分析法,分析武汉市感知形象和投射形象的内容和特征,并对两种旅游形象进行对比分析,找出两种形象的异同,最后针对性提出两种形象的优化策略。首先从认知形象、情感形象和整体形象三个维度分析了武汉市感知形象的内容和特征。认知形象包括众多概念,进而分析出22个范畴,最后归纳出旅游新吸引物、文化底蕴、旅游环境与氛围、接待设施与服务、旅游商品与物价、节庆活动与演出和区划位置7个主范畴,总结出了不同范畴的特点。情感形象分析出认知形象中的22个范畴的情感倾向有差异,但整体以积极情感感知为主,尤其是“愉悦的”、“放松的”的情绪比较突出。整体形象呈现复合、统一、对立和多元的特点。接着从形象构成、情感传达和整体形象三个维度分析了武汉市投射形象的内容和特征。形象构成中包括众多概念,进而分析出21个范畴,最后归纳出旅游吸引物、接待设施、文化底蕴、旅游环境与氛围、节庆活动与演出、信息服务和旅游业新动向7个主范畴,总结出了不同范畴的特点。投射形象中情感传达的内容相对较少,认知形象中的各个范畴基本都以正向积极的情感传达为主。整体形象的投射呈现出多元的、积极的和正面的特点。然后从认知形象、情感形象和整体形象三个维度分别对比分析了武汉市投射形象和感知形象的异同,两种形象统一处是武汉市旅游发展应继续保持并扩大竞争优势的环节,两种形象差异处是武汉市旅游发展的主要问题环节。差异主要是由武汉市旅游发展过程中的现实问题、投射形象的超前性和趋好性、感知形象具有一定的滞后性、感知形象易受个体因素和偶发因素影响和研究资料的特殊性和局限性造成。最后针对武汉市感知形象和投射形象的特征和差异,分别提出了优化策略。从旅游吸引物系统、旅游基础设施和公共服务设施系统、旅游环境与氛围系统、感知形象评价和反馈机制系统提出了感知形象的优化策略。从投射形象塑造角度和传播角度提出了投射形象的优化策略。
[Abstract]:Tourism destination Image (TDI) is of great significance to promote tourism competitiveness and develop tourist market. Wuhan has become a central tourist center city, the number of tourists and tourism revenue have increased significantly. However, tourists still have a lot of negative perception of Wuhan tourism, and the portrayal and dissemination of Wuhan tourism projection image need to be optimized. This paper attempts to divide the image of tourist destination into the image of tourists based on perception and projection image based on shaper, taking the network text as the research material, and based on the related theories of tourism geography, psychology and communication, as well as the related theories of tourism geography, psychology and communication. By using the content analysis method based on the rooted theory, this paper analyzes the content and characteristics of the perceptual image and the projective image of Wuhan City, and makes a comparative analysis of the two kinds of tourist images, and finds out the similarities and differences between the two images. Finally, two kinds of image optimization strategies are put forward. Firstly, the content and characteristics of perceived image in Wuhan are analyzed from three dimensions: cognitive image, emotional image and overall image. Cognitive image includes many concepts, and then analyzes 22 categories. Finally, it concludes tourism new attraction, cultural background, tourism environment and atmosphere, reception facilities and services, tourism commodities and prices. There are seven main categories of festival activities, performances and regional location, and the characteristics of different categories are summarized. The affective image analysis shows that there are differences in emotional tendencies in 22 categories of cognitive image, but the whole is mainly positive emotional perception, especially the "pleasant" and "relaxed" emotions. The overall image presents the characteristics of composition, unity, opposition and pluralism. Then it analyzes the content and characteristics of Wuhan projection image from three dimensions of image constitution, emotional communication and overall image. The image structure includes many concepts, and then analyzes 21 categories. Finally, it concludes seven main categories: tourism attraction, reception facilities, cultural background, tourism environment and atmosphere, festival activities and performances, information services and new trends of tourism. The characteristics of different categories are summarized. The content of emotional communication in projection image is relatively small, and all categories of cognitive image are mainly positive emotional communication. The projection of the whole image shows the characteristics of multiple, positive and positive. Then, from the three dimensions of cognitive image, emotional image and overall image, this paper compares and analyzes the similarities and differences between the projection image and the perceptual image in Wuhan. The unity of the two images is the link that the tourism development of Wuhan should continue to maintain and expand its competitive advantage. The two kinds of image difference is the main problem link of Wuhan tourism development. The difference is mainly caused by the realistic problems in the process of tourism development in Wuhan. The projection image is forward and better, and the perceived image has a certain lag. Perceived image is easily influenced by individual factors and accidental factors and the particularity and limitation of research data. Finally, according to the characteristics and differences of perceived image and projection image in Wuhan, the optimization strategies are put forward. The optimization strategies of perceived image are put forward from tourism attraction system, tourism infrastructure and public service facility system, tourism environment and atmosphere system, perceived image evaluation and feedback mechanism system. The optimization strategy of projection image is put forward from the angle of projective image shaping and transmission.
【学位授予单位】：华中师范大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F592.7

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