五台山景区淡季旅游形象感知及旅游产品供给对策  

Study on the Visual Perception of Off-Season Tourism in Mount Wutai Scenic Area

作　　者：崔嫱[1] 赵鹏宇[1] 刘晓晓 CUI Qiang;ZHAO Peng-yu;LIU Xiao-xiao(Xinzhou Teachers University,Xinzhou 034000,China)

机构地区：[1]忻州师范学院

出　　处：《忻州师范学院学报》2019年第5期33-36,共4页Journal of Xinzhou Teachers University

基　　金：山西省科技厅软科学项目(2018041022-4);文化和旅游部人才计划“双师型”教师培养项目(WMYC20181-032);山西省高校哲学社会科学研究项目(201803096);山西省哲学社会科学课题(2018B209)

摘　　要：旅游景区淡季的形象感知为反季节旅游营销提供了思路。研究收集了马蜂窝自由行旅游网站上的113篇有效的淡季游记样本,运用了内容分析和扎根理论探讨了五台山景区淡季旅游形象感知。结果表明:(1)淡季积极旅游形象感知主要有8大因素,分别为佛教圣地、壮丽冬景、极致雪景、绝美建筑、虔心拜佛、静心之旅、祈福许愿、精美艺术,另外还有朝台揽胜、典故传说、民风淳朴;(2)由扎根理论二级编码分析可知,旅游有效供给不足是消极感知的主要来源。最后提出淡季旅游产品供给对策。This Article uses the content analysis method and the rooted theory,carries on the analysis to the famous tourist website about the five mountain scenic spot season tour off-season the travel. The results showed that there were eight positive factors in tourists’ perception of the off-season tourism image of Mount Wutai. Respectively,the Buddhist Holy land,facing Taiwan,the ultimate snow,magnificent winter scenery,silent tour,Blessing Wish,beautiful architecture,allusions legends,be mine worship,and other exquisite art,Esoteric Buddhism,simple folk Customs,excellent guide. According to the secondary coding process of grounded theory,it is known that the shortage of tourism supply is the main source of negative perception. Finally,I propose the supply countermeasures for off-season tourism products.

关 键 词：淡季旅游形象 游记 产品供给 五台山景区 

分 类 号：F592.68[经济管理—旅游管理]