感官视角下旅游目的地品牌联想测评——以桂林市为例  

Brand association evaluation of tourist destinations from a sensory perspective——A case study of Guilin

作　　者：林轶 冯聪慧 屠靖斌 LIN Yi;FENG Conghui;TU Jingbin(School of Business Administration,Guangxi University,Nanning 530004,China)

机构地区：[1]广西大学工商管理学院,广西南宁530004

出　　处：《资源开发与市场》2023年第10期1257-1263,共7页Resource Development & Market

基　　金：广西哲学社会科学规划研究课题(编号:22FGL039);广西高校人文社会科学重点研究基地“广西发展战略研究院”课题(编号:2023GDSIQM03)。

摘　　要：对城市品牌进行联想测评可以更好地将游客感知到的旅游目的地品牌形象呈现出来,并帮助发现城市品牌存在的问题。基于感官视角,运用网络文本分析和IPA模型相结合的方法,探究游客对桂林城市品牌的联想。结果表明:游客对桂林旅游地的品牌联想以视觉感官为主,其次是味觉,而听觉、触觉、嗅觉占比远低于视觉和味觉。同时,根据长尾理论,游记编码结果的词频分布呈现出明显的“长尾”分布特征。从IPA的分析结果来看,大多数要素在游客心中重要性程度低,但总体而言游客对各感官要素的满意度较高,只有建筑景观和旅游设施在第Ⅳ象限(弱势区),表明游客对桂林的整体感官印象较好,旅游体验质量评价较高。Associative evaluation of city brands can better present the brand image of tourist destinations as perceived by tourists and identify the problems of city brands.Based on the sensory perspective,this paper used a combination of online text analysis and IPA model to explore tourists′associations with Guilin city brand.The results showed that tourists′brand associations with Guilin tourist places were dominated by visual senses,followed by gustatory,while auditory,haptic and olfactory senses account for a much lower proportion than visual and gustatory senses.Meanwhile,according to the long-tail theory,the word frequency distribution of the coding results of travelogues showed an obvious"long-tail"distribution feature.From the analysis results of IPA,most of the elements were of low importance in tourists′mind,but in general,tourists were satisfied with each sensory element,only the architectural landscape and tourism facilities were in quadrant IV(weak area),which indicated that tourists had a better overall sensory impression of Guilin and higher evaluation of tourism experience quality.

关 键 词：感官视角 品牌联想 网络文本分析 IPA分析法 

分 类 号：F592[经济管理—旅游管理]