新冠肺炎疫情前后武汉旅游形象感知差异研究  

Study on the Difference of TourismImage Perception in Wuhan before and after COVID-19

作　　者：张溶 陈亚颦[1] 杜凡 Zhang Rong;Chen Yapin;Du Fan(Geography Department of Yunnan Normal University,Kunming 650500)

机构地区：[1]云南师范大学地理学部,昆明650500

出　　处：《北方经贸》2022年第9期141-145,共5页Northern Economy and Trade

基　　金：国家自然科学基金项目(41561034);教育部重点研究基地项目(2021M06)。

摘　　要：在新冠肺炎疫情这一重大突发公共卫生事件影响下,旅游业遭受正面冲击,在后疫情时代,如何重塑旅游形象,恢复旅游业的生机具有深远意义。本研究选取2020年疫情暴发地武汉作为案例地,研究疫情前后形象差异,具有一定代表性。采用网络文本分析法,收集疫情前后游客在携程旅游网的在线点评为样本,借助ROST Content Mining 6软件分析游客对武汉的形象感知,将分析的数据分别从认知、情感、整体形象三个方面进行对比。结果表明,新冠肺炎疫情前后,武汉旅游形象总体偏好,疫情过后“英雄”的城市形象深入人心,但安全成为旅游目的地主要的阻碍因素。依据以上结论进一步提出重塑武汉旅游形象的建议:构建安全、健康的旅游形象;拓展传播方式,加大传播力度;保护自然旅游资源,深度挖掘人文旅游资源的文化内涵。Under the influence of COVID-19’s major safety and health incidents,tourism has been faced with a positive impact.In the post epidemic era,how to reshape tourism image and restore the vitality of tourism is of far-reaching significance.Wuhan,the center of the epidemic in 2020,is selected as a case to study the image differences before and after the epidemic,which is representative.Using the network text analysis method,collect the online comments of tourists on Ctrip before and after the epidemic as samples,analyze the image perception of tourists to Wuhan with the help of Rost CM6 software,and compare the analyzed data from three aspects:cognition,emotion and overall image.Comparative results show that the overall image of Wuhan’s tourism image is before and after COVID-19.After the outbreak,the city image of “hero”has won popularity among the people,but security has become the main obstacle.Based on the above conclusions,further suggestions are put forward to reshape the tourism image of Wuhan:build a safe and healthy tourism image;Expand the mode of communication and strengthen the communication;Protect natural tourism resources and deeply tap the cultural connotation of humanistic tourism resources.

关 键 词：新冠肺炎疫情 旅游形象感知 武汉 差异研究 

分 类 号：F592[经济管理—旅游管理]