游客凝视视角下清远旅游文化品牌形象提升策略研究——以携程旅游网点评数据为例  

Research on Brand Image Enhancement Strategy of Qingyuan Tourism Culture Based on Tourists’Gaze

作　　者：孙方一[1] SUN Fangyi(Academic Affairs and Research Office,Qingyuan Polytechnic,Qingyuan 511510,China)

机构地区：[1]清远职业技术学院教务科研处,广东清远511510

出　　处：《清远职业技术学院学报》2024年第6期25-35,共11页Journal of Qingyuan Polytechnic

基　　金：广东省普通高校特色创新项目“‘游客凝视’视角下清远旅游品牌形象提升策略研究”(2023WTSCX290);清远市哲学社会科学规划课题“清远城市文化品牌提升策略研究”(QYSK2023009)。

摘　　要：本研究借助英国社会学家约翰·厄里提出的游客凝视理论,以携程旅行网大数据为基础,通过高频词分析,发现清远旅游总体评价较好,游客更关注旅游体验及少数民族风情、漂流、温泉和玻璃桥(栈道)等特色旅游项目。据此提出基于游客凝视视角下清远旅游文化品牌形象提升策略。This study draws on the tourist gaze theory proposed by British sociologist John Urry,and utilizes big data from Ctrip Travel Network to conduct high-frequency word analysis.The study found that the tourism in Qingyuan is well-rated,with tourists showing a particular interest in the tourism experience as well as unique attractions such as ethnic minority cultures,drifting,hot springs,and glass bridges(skywalks).Strategies for enhancing the cultural brand image of Qingyuan tourism from the perspective of the tourist gaze are proposed.

关 键 词：游客凝视 清远 旅游文化品牌 

分 类 号：J524.4[艺术—艺术设计]