基于供需对比的旅游目的地涉外形象建构特征及提升策略——以安徽省黄山市为例  

Construction features and promotion strategies of foreign tourism image based on the comparison of supply and demand——a case study of Huangshan city,Anhui province

作　　者：胡孟姣 梁玥琳[1] 张玥[2] 黄剑锋[2] HU Mengjiao;LIANG Yuelin;ZHANG Yue;HUANG Jianfeng(China University of Geosciences College of Economics and Management, Wuhan 430074, China;Anhui Normal University College of Territorial Resources And Tourism, Wuhu, Anhui 241000, China)

机构地区：[1]中国地质大学(武汉)经济管理学院,武汉430074 [2]安徽师范大学国土资源与旅游学院,安徽芜湖241000

出　　处：《华中师范大学学报（自然科学版）》2018年第2期271-278,共8页Journal of Central China Normal University：Natural Sciences

基　　金：国家自然科学基金项目(41301156;41401153);安徽省高校人文社会科学研究重点项目(SK2016A0413);武汉市社科基金项目(2010085051)

摘　　要：旅游目的地形象对旅游者出游行为决策具有重要作用,互联网日益成为目的地形象宣传的重要途径.以安徽省黄山市为例,在对旅游目的地供给方的英文网站和海外游客的博客游记进行内容分析的基础上,分析并对比了涉外旅游的投射形象和感知形象.发现黄山市涉外旅游形象侧重于认知形象的构建,忽视了对情感形象的构建,供需双方在认知形象内部也存在明显差异.为此,建议我国类似的旅游目的地应从迎合海外游客的旅游偏好,实现文化旅游的再生产,重视情感形象的构建以及加强供给侧改革等方面出发,对涉外旅游形象建构进行提升.Tourism destination image plays an important role in the decision-making of tourists＇travel behavior,and the Internet is becoming an important way to promote the destination image.Taking Huangshan City of Anhui Province as an example,the projection image and perceived image of foreign tourism are analyzed and compared based on the content analysis of the English website of the tourist destination supplier and the blog travel of overseas tourists.It is found that the image of Huangshan City is focused on the construction of cognitive image,ignoring the construction of emotional image,and there are obvious differences between supply and demand in the cognitive image.Therefore,it is necessary to promote the construction of foreign tourism image from the aspects of catering to the preferences of overseas tourists,achieving the reproduction of cultural tourism,enhancing the emotional image communication and strengthening the reform of the supply side.

关 键 词：涉外旅游形象 特征 策略 内容分析 黄山市 

分 类 号：F061.5[经济管理—政治经济学] F59