城市形象官方投射与游客感知差异及优化策略研究——以杭州市为例  

Analysis and Optimization Strategy Research on the Discrepancy Between Official Projected Image and Tourist Perceived Image of Cities-Taking Hangzhou as an Example

作　　者：陈正豪 张亚平 徐斌[1] 王学辉 Chen Zhenghao;Zhang Yaping;Xu Bin;Wang Xuehui(College of Landscape Architecture,Zhejiang Agriculture and Forestry University,Hangzhou 311300,Zhejiang,China;Hangzhou Lin'an Urban Development Investment Group Co.,Ltd,Hangzhou 311300,Zhejiang,China)

机构地区：[1]浙江农林大学风景园林与建筑学院,浙江杭州311300 [2]杭州市临安区城市发展投资集团有限公司,浙江杭州311300

出　　处：《绿色科技》2024年第5期197-206,共10页Journal of Green Science and Technology

基　　金：浙江省重点研发计划(编号:2019C02023)。

摘　　要：以杭州市作为研究案例地,基于Python、Gephi平台,利用jieba、SnowNLP工具对其进行词频分析、语义网络分析、情感分析,探究了杭州市“投射-感知”旅游形象感知与差异。结果表明:①官方投射形象与游客感知形象高频词多集中在“旅游资源”“公共服务”“旅游环境”“城市印象”4个范畴上,游客感知在“公共服务”“旅游环境”方面要优于官方投射;②官方投射更加全面化,凸显城市整体形象并注重文旅活动宣传,游客感知更偏好于旅行过程中的细节,侧重游玩景点与住宿体验;③游客感知形象情感基本呈积极正面情绪,负面情绪主要反映在景区拥堵、物价过高、服务态度不佳等问题上;④建议官方宣传结合杭州历史文化、景观风貌、特色文旅等进行形象塑造,同时提升并改善住宿、交通、餐饮与景区服务质量环境方面的问题,促进杭州旅游形象健康积极发展。This study takes Hangzhou City as a case study.Based on Python and Gephi platforms,jieba and SnowNLP tools are used to conduct word frequency analysis,semantic network analysis and emotion analysis,so as to explore the perception and differences of Hangzhou's"project-perception"tourism image.The research findings indicate that:①Both official projected image and tourist-perceived image frequently mention categories such as"tourist resources""public services""tourist environment""city impression."Tourist perception is superior to the official projection in terms of"public services"and the"tourist environment".②The official projection is more comprehensive,highlighting the overall city image and focusing on the promotion of cultural and tourism activities.Tourist perception tends to favor details during the travel process.Scenic spots and accommodation experiences are emphasized.③Tourist-perceived image emotions are generally positive,with negative emotions mainly reflecting issues such as crowded tourist attractions,high prices,and poor service attitude.④Recommendations include shaping the official image by combining Hangzhou's historical and cultural heritage,scenic landscapes,and distinctive cultural and tourism activities.Additionally,improving the quality of accommodation,transportation,dining,and scenic area services is advised to promote the healthy and positive development of Hangzhou's tourism image.

关 键 词：旅游意象感知 投射形象 感知形象 感知差异 

分 类 号：F592.7[经济管理—旅游管理]