体验视角下井冈山红色旅游目的地形象研究  

A Research on the Image of Red Tourism Destinations in the Jinggang Mountains from the Perspective of Experience

作　　者：罗栋 文诗 LUO Dong;WEN Shi(Xiangtan University,Xiangtan,Hunan,411105,China)

机构地区：[1]湘潭大学,湖南湘潭411105 [2]湘潭大学商学院旅游管理系,湘潭411105

出　　处：《武汉商学院学报》2022年第5期11-16,共6页Journal of Wuhan Business University

基　　金：湖南省教育厅重点项目《湖南革命老区红色文化与旅游融合发展的机理及对策研究》(项目编号:21A0093)。

摘　　要：随着Web2.0时代和体验经济时代的到来,收集游客生成内容(TGC)的文本数据,可分析旅游者视角的旅游目的地形象,为红色旅游目的地形象研究提供新的思路。以江西井冈山风景名胜区为研究对象,运用内容分析法,使用GooSeeker软件进行分词选词、情感分析和社会网络分析等功能以探析红色旅游目的地的认知、感官、情感和整体形象。结果表明:革命遗址和博物馆是主要的目的地认知形象,红色旅游资源特色突出;感官形象中以视觉形象为主;情感形象以积极情感形象为主,表达了对革命圣地、英雄人物的缅怀;整体形象方面,黄洋界、博物馆、烈士陵园、笔架山、缆车、拍照等词是社会网络关系图的重要节点,反映了旅游者注重视觉感知及对红色旅游吸引物的情感体验。With the arrival of Web 2.0 era and experience economy, text data of tourist-generated content(TGC) can be collected to analyze the image of red tourism destinations from the perspective of experience, providing new ideas for the study of red tourism destination image.Taking scenic areas in the Jinggang Mountains, Jiangxi Province as the research object, and based on content analysis, the research used GooSeeker for word segmentation, word selection, sentiment analysis, and social network analysis to analyze the cognition, senses, emotions and overall image of red tourism destinations.The results show that: with outstanding characteristics of red tourism resources, revolutionary sites and museums are the main destination cognitive images;visual image is the main sensory image;the emotional image, mainly positive, commemorates the revolutionary holy places and heroes;in terms of overall image, words such as Huang Yangjie, museum, martyrs’ cemetery, Bijiashan, cable car and photo-taking are important nodes of the social network relationship diagram, which reflect tourists’ attention to visual perception and emotional experiences of red tourism attractions.

关 键 词：旅游体验 目的地形象 红色旅游 游客生成内容(TGC) 井冈山 

分 类 号：F592.7[经济管理—旅游管理] G127[经济管理—产业经济]