后申遗时代盐城旅游形象的宣传与游客感知对比研究  

Contrastive Study on Official Propaganda Image and Tourist Perception Image of Yancheng Tourism Destination:In the Post Bidding-for-Heritage Era

作　　者：朱元秀 ZHU Yuanxiu(School of Humanities and Social Sciences,Yancheng Institute of Technology,Yancheng Jiangsu 224051,China;Yellow Sea Wetland Ecological Civilization Research Center,Yancheng Institute of Technology,Yancheng Jiangsu 224051,China)

机构地区：[1]盐城工学院人文社会科学学院,江苏盐城224051 [2]盐城工学院黄海湿地生态文明研究中心,江苏盐城224051

出　　处：《盐城工学院学报（社会科学版）》2023年第2期1-7,共7页Journal of Yancheng Institute of Technology（Social Science Edition）

基　　金：江苏省高校哲学社会科学研究项目(2020SJA1921)。

摘　　要：以官方微博、微信宣传内容和携程网等平台的网络游记文本为数据来源,运用内容分析法,对比分析后申遗时代官方宣传与游客感知的盐城形象。结果表明:(1)政府宣传与游客感知的盐城旅游形象存在一定差异:政府宣传中的城市旅游形象更加立体和丰富,而游客感知形象则相对较为单一和集中;(2)两类文本的语义网络图均以“盐城”为最重要的节点和核心,但次级节点差异明显;(3)两类文本的情感评价皆以积极情感为主;(4)游客感知与政府宣传的盐城旅游形象可归为五个主类目和八个次类目,官方宣传时重视旅游宣传和保护以及社会环境的营造,而游客感知的形象则较多停留在具体的自然和人文景观上。Using the content analysis method,this paper studies the difference between the official propaganda image and tourist perception image of yancheng tourism destination in the post bidding-for-heritage era.The findings are as follows:(1)there is a high internal consistency between the the official propaganda image and tourist perception image,but there are also some differences:Yancheng tourism image in the government propaganda is more three-dimensional and rich,while the tourist perception image is relatively single and concentrated;(2)social network analysis shows"Yancheng"is the most important node and core of the semantic network diagrams of the two types of texts,but the secondary nodes are obviously different;(3)the official propaganda image and tourist perception image are mainly based on positive evaluation;(4)the tourism image of Yancheng can be summarized into five attribute categories and eight sub attribute categories.Official propaganda image attaches importance to tourism publicity,protection and the construction of social environment,while tourist perception image still stays on the specific natural and cultural landscape.

关 键 词：旅游形象 官方宣传形象 游客感知形象 内容分析法 盐城 

分 类 号：F592[经济管理—旅游管理]