黄河流域典型旅游地意象结构及影响因素研究  

Image Structure and Influencing Factors of Typical Tourist Destinations in the Yellow River Basin

作　　者：宋晓 张新成 陈水映[2] SONG Xiao;ZHANG Xin-cheng;CHEN Shui-ying(School of Economics and Management,Northwest University,Xi′an 710127,China;College of Environmental Science and Tourism,Nanyang Normal University,Nanyang 473061,China)

机构地区：[1]西北大学经济管理学院,陕西西安710127 [2]南阳师范学院环境科学与旅游学院,河南南阳473061

出　　处：《资源开发与市场》2021年第9期1145-1152,共8页Resource Development & Market

基　　金：陕西省社科界2020年度重大理论与现实问题研究项目(编号:2020Z291)。

摘　　要：选择我国黄河流域6个典型的旅游地,利用扎根理论和内容分析法,通过获取网上游记和评论,分析其意象结构,并引入脚本理论分析意象产生的原因。结果发现:(1)6个典型旅游地认知意象包括景观意象、服务意象、地方意象和展示意象,景观意象是各旅游地认知意象中最重要的内容,游客通过欣赏景观,唤起对"母亲河"的情感,产生对历史人物的追思和对自身与中华文化的认同。(2)6个典型旅游地意象以积极情感为主,积极情感意象来源于黄河的自然景观、文化元素、景区的服务和管理、演出和展示元素,消极意象主要来源于核心吸引物缺失,对服务与管理的不满、过度商业化。(3)核心吸引物、期待、沟通、服务、行为和地方投射6个因素是旅游地意象的主要影响因素,消极意象源于脚本错位,虽然各因素之间可以相互补偿,但是作为强脚本的核心吸引物缺失后,其他因素的补偿作用并不明显。This paper selected six typical tourist destinations in the Yellow River Basin to analyze the image of river basin tourism destina tion. Based on the grounded theory and the content analysis method,this paper analyzed the image structure through the online travel notes and comments,then analyzed the causes of positive and negative images with the script theory. The results showed that:(1)The cognitive images in clude landscape image,service image,place image and display image. The landscape image was the most important content of the cognitive im age of each tourist destination. By appreciating the landscape,tourists expressed their feelings towards“Mother River”,reminisced about histori cal figures and identified with themselves.(2)The positive emotional image of the tourist destination came from the natural landscape of the Yel low River,cultural elements,service and management of the scenic spot,performance and display elements. The negative image mainly came from the lack of core attraction,the dissatisfaction with service and the over-commercialization.(3)The core attraction,expectation,communica tion,service,behavior and place projection were the main influencing factors of tourist destination image. The image of tourist destination was the result of the interaction between tourists and tourist destination,and the negative image came from the script dislocation. Although these factors could compensate for each other,the absence of the core attraction of a strong script did not compensate for the other factors.

关 键 词：黄河流域 旅游地意象 脚本理论 认知-情感模型 影响因素 

分 类 号：F592.3[经济管理—旅游管理]