线性文化遗产旅游意象偏差测度与评价——基于投射意象与感知意象的比较分析  

Measuring and Evaluating Linear Cultural Heritage Tourism Image Gaps:A Comparative Analysis of Projected Image and Perceived Image

作　　者：张书颖 崔家胜 王灵恩 刘家明[1,2] 龙飞[4] ZHANG Shuying;CUI Jiasheng;WANG Ling'en;LIU Jiaming;LONG Fei(Key Laboratory of Regional Sustainable Development Modeling,Institute of Geographic Sciences and Natural Resources Research,Chinese Academy of Sciences,Beijing 100101,China;College of Resources and Environment,University of Chinese Academy of Sciences,Beijing 100049,China;Key Lab for Resources Use&Environmental Remediation,Institute of Geographic Sciences and Natural Resources Research,Chinese Academy of Sciences,Beijing 100101,China;College of Humanities and Urban-Rural Development,Beijing University of Agriculture,Beijing 102206,China)

机构地区：[1]中国科学院地理科学与资源研究所区域可持续发展分析与模拟院重点实验室,北京100101 [2]中国科学院大学资源与环境学院,北京100049 [3]中国科学院地理科学与资源研究所资源利用与环境修复重点实验室,北京100101 [4]北京农学院文法与城乡发展学院,北京102206

出　　处：《旅游学刊》2024年第6期72-84,共13页Tourism Tribune

基　　金：国家自然科学基金项目“大运河遗产旅游投射与感知意象偏差时空特征及其影响机制研究”(42301273);北京市教育委员会科研计划项目“北京市乡村民宿集群开发与乡村协同优化发展研究”(SM202310020001)共同资助。

摘　　要：旅游意象测度与评价是推进线性文化遗产旅游利用的基础。文章以大运河(北京段)为例,基于官方宣传及游客评论的网络文本数据,综合运用扎根理论和文本成分距离分析法,构建旅游意象概念模型,并量化评价沿线不同河段(旧城段及通州段)官方投射意象与游客感知意象异同。研究结果认为,大运河(北京段)旅游意象由线性、景观、文化、服务和社交5个维度以及维度下属的16个范畴构建而成。同一河段的“投射-感知”意象、不同河段间的投射意象或感知意象在不同范畴和维度下都存在差距,且附属维度错位现象明显。为构建良好的旅游意象,旧城段要重点改善线性、文化和服务意象,通州段则需要关注线性和服务意象。研究结论对大运河国家文化公园和中华文化标识建设具有参考意义,也为线性文化遗产精准保护与活化利用提供理论支撑。Tourism image measurement and evaluation is a basis for promoting tourism utilization of linear cultural heritages.Taking the Grand Canal(Beijing section)as an example,based on the official promotional texts and tourist comments online,this paper used the grounded theory and the textual compositional distance analysis method to construct a conceptual model of tourism image and quantitatively evaluated the gaps and consistencies between the official projected image and tourist perceived image in the old city section and the Tongzhou section.The results show that the tourism image of the Grand Canal(Beijing section)covers five dimensions:Linearity,landscape,culture,service and sociability,which permeate with each other to form the overall image.Among them,linearity includes three categories:Node function,the Great Canal visual corridor and linear experience.Landscape image includes two categories:natural landscape and human landscape.Under the culture image,there are three categories:Cultural memory,history and culture,and folk customs.In terms of service image,it can be divided into five categories:Public facilities,supporting services,scenic area management,information services and tourism atmosphere.For sociability,it comprises three categories:Gains and experience,meeting with other people and emotional association.Second,there are gaps between projected and perceived images under different dimensions and categories,either in the same section or in different sections.The distance of text components of some categories is greater than the overall dimension to which they belong,revealing an obvious dislocation of subsidiary dimensions.Third,the situation of the old city section and the Tongzhou section is similar:The gap in projected images of the two sections is the biggest,followed by that in perceived images of the two sections,and the smallest one between projected and perceived images within the same section.Given the current situation,in the old city section,priority should be given to reducing the deviation

关 键 词：线性文化遗产 旅游意象评价 投射意象 感知意象 大运河 

分 类 号：F59[经济管理—旅游管理]