山东高级别景区形象网络化呈现研究  

Research on the Network Presentation of High-level Scenic Spot Image in Shandong

作　　者：田晴雯 TIAN Qingwen(School of Business Administration,Guangxi University,Nanning 530004,Guangxi,China)

机构地区：[1]广西大学工商管理学院,广西南宁530004

出　　处：《旅游研究》2024年第4期54-73,共20页Tourism Research

摘　　要：基于ABC态度模型和互联网大数据对山东省高级别景区形象的网络化呈现类型及分异特征进行研究。研究发现:山东高级别景区的网络形象存在省内外差异,山东用户优于全国用户;美誉度、知名度与景区级别正相关;服务质量整体优于景观质量,但景区级别、景观质量与服务质量无显著关联。山东高级别景区应在发挥服务质量优势的基础上,充分提升景区资源利用水平,提升强化景观质量建设,精准营销策略。Based on the ABC attitude model and Internet big data,this paper studies the network presentation types and differentiation characteristics of high-level scenic spots in Shandong Province.The results show that:there are differences in the online image of high-level scenic spots in Shandong province,and the users in Shandong are better than those in the whole country.Reputation and popularity are positively correlated with the level of scenic spot;the overall service quality is better than the landscape quality,but the scenic spot level and landscape quality are not significantly related to the service quality.Based on giving full play to the advantages of service quality,high-level scenic spots in Shandong province should fully improve the utilization level of scenic resources,enhance and strengthen the construction of landscape quality,and precise marketing strategies.

关 键 词：ABC态度模型 山东 景区形象 网络化呈现 

分 类 号：F59[经济管理—旅游管理]