"网评少林":少林寺旅游认知、情感、整体形象研究  

A research on Shaolin Temple's tourism cognitive image,affective image and overall image-Based on web text

作　　者：皮瑞[1] 郑鹏[1] 

机构地区：[1]郑州大学旅游管理学院,郑州450001

出　　处：《干旱区资源与环境》2017年第4期201-207,共7页Journal of Arid Land Resources and Environment

基　　金：国家自然科学基金项目(41401147);国家旅游局旅游业青年专家项目(TYETP201537;TYETP201432);河南省高校哲社优秀学者资助项目(2016-YXXZ-13);河南省高校科技创新人才支持计划(2016-cx-012)资助

摘　　要：文中以嵩山少林寺为研究对象,选择网络游记和评论为数据源,采用ROST Content Ming软件提取少林寺旅游形象的高频特征词,了解少林寺旅游形象的内容和主题;采用内容分析法和扎根理论分析少林寺旅游认知形象和情感形象,了解游客对少林寺旅游形象的感知。研究发现:少林寺的总体旅游形象集中在武术、人物故事、历史、建筑景点四个方面;认知形象中,游客对"旅游吸引物"、"旅游环境"的感知度较强,而对"旅游设施"、"管理服务"的感知度低,尤其对旅游购物品、食宿设施的感知度极低;在情感形象的感知中,负面感知主要集中在"环境氛围"、"管理服务"、"旅游设施",这些方面的消极感知严重影响游客对少林寺的体验质量和满意度。Taking Shaolin Temple as an example,this study serves the web text as the research data sample,and uses the ROST Content Ming software to extract the high-frequency words displaying characteristics of Shaolin Temple＇s tourism image attributes for understanding the content and theme of Shaolin Temple tourism image.This research also used content analysis method and grounded theory to respectively analyze the cognitive image and affective image of Shaolin Temple. It is revealed that overall perception of tourism image focused on four aspects： kungfu,figures and stories,history and buildings. About cognitive image,visitors showed a strong perception to ＂ tourist attraction＂, ＂ ambience＂ and a weak perception to ＂ service management＂, ＂ tourist attraction＂,especially a very low perception in tourism shopping,room and board facilities. At the same time,the analysis of affective image showed tourists had a strong negative perception on ＂ ambience＂, ＂ service management＂ and ＂ tourist facilities＂. The negative perception seriously affected tourists＇ experience quality and satisfaction.

关 键 词：感知形象 内容分析法 ROST 扎根理论 少林寺 

分 类 号：F590.75[经济管理—旅游管理]