山岳型旅游目的地形象感知研究——以五台山风景名胜区为例  

A Research on Tourism Destination Image Perception of Mountain Resorts——A Case Study of Mountain Wutai Scenery Area in China

作　　者：刘智兴[1] 马耀峰[1] 高楠[1] 张岩君[1] 王玎玎[1] 

机构地区：[1]陕西师范大学旅游与环境学院,陕西西安710062

出　　处：《山地学报》2013年第3期370-376,共7页Mountain Research

基　　金：国家自然科学基金项目(41271158);西安市社会科学基金项目(12T20);陕西师范大学研究生培养创新基金(2012CXB008)~~

摘　　要：以山岳型旅游目的地五台山风景区为例,利用百度、Google以及国内各旅游网站收集游客记述五台山旅游形象的87篇网络游记和620条网上点评,运用质性研究之扎根理论的方法对五台山申遗后旅游形象的感知进行研究,以期为山岳型旅游目的地形象研究拓展方法和为其管理提供参考和依据。结果表明:1.从71篇网络游记和490条网络点评中提取出佛教胜地、静心拜佛、避暑胜地、建筑精湛、许愿还愿和朝台览胜6大积极感知因素;2.从226句负面评论中,归纳出五台山旅游形象的6个消极感知因素为旅游供给、旅游环境、旅游设施、旅游管理、旅游吸引和旅游服务;3.同时,典故传说、佛缘之地、民风淳朴亦为五台山旅游形象的积极感知因素。Taking case of Mountain Wutai scenery area in Shanxi, China of mountain resorts, using Mountain Wutai tourism image described by tourists through 87 network travel notes and 620 comments collected from Baidu, Google and some other tour websites, the authors study the tourists＇ perceptions of the Mountain Wutai tourism image after becoming the world heritage with grounded theory of qualitative analysis,in order to develop methods for image re- search of mountain resorts and offer reference and basis for its management. Results are as follows ： 1. The authors extracted 6 main positive perceptions factors which include the Buddhist resort, heart meditation, summer resort, building superb ,wishing reduction and to warding the mountain from 71 network travel notes and 490 comments. 2. Summarizing 6 negative perceptions factors of tourism supply, tourism environment, tourism facilities, tourism man- agement, tourism attraction and tourism services from 226 negative comments. 3. Meanwhile, it was found that the legend of allusion, honest people, Buddha marginal land are also the positive perception factors of Mountain Wutai tourism image.

关 键 词：旅游形象 感知因素 扎根理论 五台山 

分 类 号：F592[经济管理—旅游管理]