摘要
以Tripadvisor社交媒体中有关入境游客对凤凰古城的点评内容作为研究样本,采用定量和定性结合的方法,探讨入境游客关于凤凰古镇旅游形象的感知研究.借助KHCoder和Nvivo软件,总结并系统地提取了凤凰古城的旅游认知形象,并进一步分析了影响入境游客对凤凰古城旅游形象的消极感知因素.研究发现:(1)入境游客对凤凰古城旅游认知形象主要包括古城特色、休闲娱乐、美食购物和景色差异;(2)游客对凤凰古城旅游形象的消极感知与当地居民、旅游从业者和其他游客旅游行为密切相关;(3)入境游客对凤凰古城的总体情感倾向以积极态度为主,但程度有限.在此基础上,提出凤凰古城旅游形象提升的相应的对策和建议.
Based on the comments of inbound tourists collected from the Tripadvisor website,the study combined with a quantitiative and a qualitative method of research to explore the inbound tourists’perceptions on the Fenghuang ancient city.With the help of KH Coder and Nvivo software,the study concluded and extracted the tourism congnitive image perceptions on Fenghuang ancient city systematically,and analyzed the factors of negative perceptions on it.The study found that the characteistics of ancient city,leisure and entertainment,food shopping and the different view were the main tourism congnitive image which the inbound tourists perceived on Fenghuang ancient city.The inbound tourists’negative perceptions were related to the other people,including the local people,tourism practitioners and other tourists.The inbound tourists’attitudes toward the Fenghuang ancient city were mainly positive,but it was limited in extent.In view of this,corresponding suggestions were proposed for improving tourism image of Fenghuang ancient city.
作者
张伟伟
杜叶华
赵忠君
ZHANG Weiwei;DU Yehua;ZHAO Zhongjun(Business School,Xiangtan University,411005,Xiangtan,Hunan,PRC)
出处
《曲阜师范大学学报（自然科学版）》
CAS
2019年第4期117-124,共8页
Journal of Qufu Normal University(Natural Science)
基金
国家自然科学基金(41871123)
湖南省哲学社会科学基金(15YBA340)
关键词
旅游形象
消极感知因素
凤凰古城
tourism image
negative perception factors
Fenghuang ancient city
