国际互联网上传播的西安旅游形象:分裂与整合  

Tourism image of Xi'an on internet: division and integration

作　　者：赵振斌[1] 赵倩倩[1] 

机构地区：[1]陕西师范大学旅游与环境学院,西安710062

出　　处：《干旱区资源与环境》2012年第9期178-183,共6页Journal of Arid Land Resources and Environment

基　　金：教育部哲学社会科学研究重大课题攻关项目(04JZD00010);陕西省软科学基金项目(2008KR54);陕西师范大学中央高校基本科研业务费专项资金项目资助

摘　　要：网络对旅游地形象传播具有重要的作用。文中采用内容分析和对应分析的方法,对国际互联网上传播的西安市旅游形象进行了研究。结果表明:1)网络传播的西安市旅游形象可归纳为8个主题:历史文化、城市地位、宗教文化、旅游体验、社区生活、旅游服务、自然景观、休闲娱乐;2)通过对应分析发现四类旅游网站所传播的西安旅游目的地形象的主题存在差异,即分裂现象。最后针对西安旅游形象传播的分裂特征,从塑造和宣传清晰、统一的西安旅游形象角度提出了有针对性的整合策略。The internet plays a vital role in the spread of tourist destination image. Through the content analysis of texts from Xian official tourism websites, domestic and foreign travel agent websites and foreign traveling BBS websites, the Xian tourism images on the web were studied. With the most frequent words, eight thematic con structs of Xian tourism image were distinguished： historical culture, city status, religious culture, tourism expe rience, community life, service for travel, natural landscape, leisure and entertainment. According to the further correspondence analysis, we found that four categories of tourism web sites spreaded Xian tourism image in different ways. Aiming at spreading an integrate and clear tourism image, integration approaches regarding shaping and spreading Xian tourism image on web were put forward.

关 键 词：旅游形象 西安 国际互联网 文本分析 对应分析 

分 类 号：F590[经济管理—旅游管理]