主题公园化古镇夜间旅游意象感知研究  

Research on Image Perception of Night Tour in Theme Parkized Ancient Towns

作　　者：田逢军 付诗悦 汪忠列 吴儒练 焦珊珊 万思思 Tian Fengjun;Fu Shiyue;Wang Zhonglie;Wu Rulian;Jiao Shanshan;Wan Sisi(School of Business Administration,Jiangxi University of Finance and Economics,Nanchang 330013,China;School of Information Management,Jiangxi University of Finance and Economics,Nanchang 330013,China;Business School Taizhou University,Taizhou 318000,China)

机构地区：[1]江西财经大学工商管理学院,江西南昌330013 [2]江西财经大学信息管理学院,江西南昌330013 [3]台州学院商学院,浙江台州318000

出　　处：《旅游论坛》2024年第1期9-18,共10页Tourism Forum

基　　金：江西省高校人文社会科学研究课题“美丽乡村建设背景下乡村旅游景观意象的认知机理与营造策略研究”(JC21120)资助。

摘　　要：夜的魅力塑造了旅游地的独特景观,旅游意象是探讨夜间旅游地景观在旅游者心目中印象的核心要素。文章选取乌镇西栅景区游客网络评论为数据源,运用高频词与语义网络的方法解析乌镇西栅夜间旅游意象感知的要素与结构,采用主题分析方法探讨主题公园化古镇意象感知的核心主题及关键因子。结果表明:旅游景观、旅游设施及服务、时空间感以及情感等是构成乌镇夜间旅游意象感知的主要要素;乌镇西栅夜间旅游意象呈现以核心圈层的“乌镇西栅夜景”整体意象为主题,以次核心圈层的“江南水乡”地方意象为特质,外围圈层其他关联意象为补充的生动夜间旅游生活图景;目的地属性和旅游体验是游客感知的乌镇西栅夜间旅游意象核心主题,旅游吸引物、旅游氛围、地方特产与美食、游玩体验、情感体验等是影响意象感知主题的关键因子。基于上述研究结果,提出主题公园化古镇夜间旅游意象营造思路。The charm of night shapes the unique landscape of tourist places,and tourism image is an important way to explore the impression of the landscape of tourist places at night in the minds of tourists.This study selects Xizha Wuzhen,a reconstructed historic town,as a case to explore the elements and structure of night tourism image perception.Using online comments of the night tour in Xizha Wuzhen as data sources and thematic analysis methods,high-frequency words and semantic networks are identified,and the core themes and key factors of image perception are categorised.The results show that:Tourism landscape,tourism facilities and services,spatial and temporal sense and emotion are the main elements of night tourism image perception in Wuzhen;The night tourism image of Xizha Wuzhen presents a vivid night life with the overall image of"Xizha Wuzhen Night Scene"in the core circle as the theme,the local image of"Jiangnan Water Town"in the sub-core circle as the characteristic,and other related images in the peripheral circle as the supplement;Destination attributes and tourism experience are the core themes of night tourism image perceived by tourists in Xizha Wuzhen.Tourism attraction,tourism atmosphere,local specialties and food,play experience and emotional experience are the key factors influencing the themes of image perception.The study contributes to the topic of historic town night tourism research,and provides reference for the planning and sustainable development of historic town night tourism in the context of the Internet era.

关 键 词：主题公园化古镇 夜间旅游 游客感知 旅游意象 乌镇西栅景区 

分 类 号：F590.7[经济管理—旅游管理]