基于微信公众号的滁州市旅游目的地形象研究  

Research on the Image of Chuzhou’s Tourism Destination Based on the Official Account of WeChat

作　　者：黄翠婷[1] 金泉[1] HUANG Cui-ting;JIN Quan(Chuzhou University,Chuzhou 239000,China)

机构地区：[1]滁州学院地理信息与旅游学院,安徽滁州239000

出　　处：《哈尔滨学院学报》2020年第4期36-40,共5页Journal of Harbin University

基　　金：滁州市第五届社会科学应用对策研究课题,项目编号:B2019005;安徽省高校人文社会科学研究项目,项目编号:SK2018B14;滁州学院课程综合改革项目,项目编号:2018kcgg022。

摘　　要：文章以内容分析法为基础,运用ROST软件,通过选取2017年10月到2018年3月官方微信公众平台推送的文章和用户留言分析滁州市旅游目的地形象。研究结果表明:滁州市官方微信公众号的投射形象和用户感知形象之间存在一定偏差,用户感知情绪中积极情绪高于中性情绪和消极情绪,用户感知形象较为积极。据此提出缩小形象差距、拓宽宣传渠道、注重用户反馈等有效的参考措施。Based on the content analysis method,ROST software is employed to analyze Chuzhou tourism destination images by selecting WeChat articles and user messages which were posted from October 2017 to March 2018. The results show that there is a certain deviation between the images that the projected and that the user perceived. The positive emotion is higher than the neutral emotion and the negative emotion,and the user perception image is more positive. Based on this,some effective reference measures are put forward,such as narrowing the image gap,broadening the publicity channels and paying attention to user feedback.

关 键 词：旅游目的地形象 微信公众号 滁州市 

分 类 号：F592.7[经济管理—旅游管理]