“申遗”对旅游目的地意象影响的时间异质性:认知与情感视角  

The Temporal Heterogeneity of the Impact of“the World Heritage Application”on Tourist Destination Images:a Cognitive and Affective Perspective

作　　者：王雷君 陈雪琼[1] WANG Lei-jun;CHEN Xue-qiong(College of Tourism,Huaqiao University,Quanzhou 362021,China)

机构地区：[1]华侨大学旅游学院,福建泉州362021

出　　处：《西安建筑科技大学学报（社会科学版）》2022年第5期67-75,共9页Journal of Xi'an University of Architecture & Technology(Social Science Edition)

基　　金：泉州市社科规划项目委托课题“基于全媒体浪潮下的泉州旅游市场营销突围与创新路径研究”(2020B03)。

摘　　要：随着文化遗产旅游的蓬勃发展以及我国对申报世界遗产事件的重视,了解游客在申遗后旅游意象感知的转变对新兴遗产目的地的精准定位和营销宣传至关重要。结合质性分析方法和量化分析方法,以泉州为例,考察游客在申遗前后的感知差异。通过认知-情感意象理论对网络游记进行内容分析,构建出景观意象、文化意象、人物意象,地方意象四个认知维度,再借助Russel的情绪环状模型,调查游客对旅游目的地的情绪感知。通过对比发现,游客在申遗前后对泉州旅游目的地意象感知的差异性主要表现在三个方面:1)申遗后景观意象的关注度上升,人文景观比重明显增大,但文化意象和地方意象的关注度小幅度下降;2)积极情绪一直占主导地位,且在申遗后进一步提升;3)整体认知意象在申遗后更加趋于一致性。With the vigorous development of cultural heritage tourism and China’s attention to the World Heritage Application,understanding the change of tourists’cognition of tourism image after the World Heritage application is vital for the accurate positioning and marketing publicity of the newly rising heritage destination.Taking Quanzhou as an example,this paper studies the cognitive differences of tourists before and after the application for World Heritage by means of qualitative and quantitative analysis.Based on the theory of cognitive and affective im ages,this paper analyzes the content of online travel notes and conforms four cognitive dimensions:landscape image,cultural image,character image and local image,and then with the help of Russell’s circumplex model of emotion it investigates tourists’feelings and cognition of tourism destination.Comparatively,there are three differences in tourists’perception of the tourist destination image of Quanzhou before and after the application for World Heritage mainly in three aspects.1)after the world heritage application,the attention paid to landscape image increases and the proportion of that to human landscape image goes up obviously,while the attention paid to cultural image and local image decreases slightly;2)positive emotions have dominated and further improved after the World Heritage Application;3)the overall cognitive image tends to be more consistent after the World Heritage Application.

关 键 词：旅游目的地意象 认知-情感意象理论 申遗 感知差异 

分 类 号：F592.7[经济管理—旅游管理]