旅游凝视视角下网红目的地打卡行为分析——以深圳仙湖植物园为例  

An Analysis of Destination Punching Behavior of Internet Celebrities from the Perspective of Tourism Gaze——With Shenzhen Xianhu Botanical Garden as an Example

作　　者：张涵 赖盈 ZHANG Han;LAI Ying(Guangdong University of Finance,Guangzhou510521,Guangdong,China)

机构地区：[1]广东金融学院,广东广州510521

出　　处：《四川旅游学院学报》2022年第6期52-56,共5页Journal of Sichuan Tourism University

基　　金：国家自然科学基金青年项目“消费地理学视角下传统手工艺的生产与消费研究:过程与机制”,项目编号:42001162;广东省基础与应用研究基金自然科学基金项目“遗产地社区文化治理与可持续发展研究:基于发展地理学视角”,项目编号:2021A1515011644。

摘　　要：随着网红经济和网红文化的兴起,网红目的地打卡这一新型旅游模式应运而生,游客在网红目的地进行打卡并分享至社交媒体引发互动已成为常态。以深圳仙湖植物园游客打卡行为为例,借助旅游凝视理论从消费决策、消费实践和消费感知三个方面探究网红目的地打卡行为,研究发现网红打卡的风靡改变了传统景区游览方式;网红打卡和媒介的传播能够构建旅游目的地形象进而影响消费者决策。针对网红目的地营销和管理提出加强网红目的地自身软硬件配置,调动各利益主体联动塑造积极正向目的地形象等建议,以期借助网红效应裨益旅游目的地良好形象的建设与传播。With the rise of the internet celebrity economy and culture, a new tourism model of “punching” has emerged. It has become normal for tourists to punch in and share information on social media to trigger interaction. Taking the visitors’ punching behavior of Shenzhen Xianhu Botanical Garden as the research object, this paper, with the help of tourism gaze theory, explores the destination punching behavior of internet celebrities from three aspects of consumption decision, consumption practice and consumption perception. The research finds that the popularity of internet celebrities punching has changed the traditional way of visiting scenic spots. Online celebrities’ punching and media communication can build the image of tourist destinations and influence consumer decisions. In view of the marketing and management of internet famous destinations, the following suggestions are put forward: strengthen the hardware and software configuration of internet famous destinations, and mobilize all stakeholders to create a positive destination image. Hopefully, these measures will benefit the construction and dissemination of a good image of tourism destinations by virtue of the internet celebrity effect.

关 键 词：旅游凝视 目的地形象 消费感知 消费实践 

分 类 号：F592[经济管理—旅游管理]