互联网营销视域下我国国家体育旅游示范基地的游客感知印象及人际网络被关注度研究--基于用户生成内容的组态分析  

Research on the Perceived Image and Online Attention Enhancement of National Sports Tourism Demonstrative Bases from the Perspective of Online Marketing:A Configuration Path Analysis Based on UGC Data

作　　者：刘志鹏 杨涛[2] 羿翠霞[3] 张中阁 李青 LIU Zhipeng;YANG Tao;YI Cuixia;ZHANG Zhongge;LI Qing(School of Economics and Management,Shanghai Sport University,Shanghai 200438,China;Department of Scientific Research,Xi’an Sport University,Xi’an,Shaanxi 710068,China;School of Physical Education,Shaanxi Normal University,Xi’an,Shaanxi 710062,China;School of Physical Education,Guizhou Normal University,Guiyang,Guizhou 550025,China;School of Physical Education,Xi’an University of Technology,Xi’an,Shaanxi 710021,China)

机构地区：[1]上海体育大学经济管理学院,上海200438 [2]西安体育学院科研处,陕西西安710068 [3]陕西师范大学体育学院,陕西西安710062 [4]贵州师范大学体育学院,贵州贵阳550025 [5]西安工业大学体育学院,陕西西安710021

出　　处：《首都体育学院学报》2024年第6期620-629,703,共11页Journal of Capital University of Physical Education and Sports

基　　金：国家社会科学基金项目(18BTY066);陕西省科技计划一般项目(2023-CX-RKK-168);贵州省教育厅高等学校人文社会科学研究项目(2024RW201);陕西省教育厅2021年度科研计划项目-青年创新团队项目(21JP099)。

摘　　要：国家体育旅游示范基地是我国体旅融合的重要载体,也是丰富游客体验感、促进我国居民体育消费的关键手段。在互联网营销视域下,以我国沿海城市13个国家体育旅游示范基地为样本,基于互联网平台的用户生成内容,运用内容分析法和定性比较分析法,从游客视角识别国家体育旅游示范基地的游客感知印象主题,从中探究提高该类基地人际网络被关注度的路径。结果发现:被调查的国家体育旅游示范基地的人际网络被关注度呈现出类型和地域分布均不平衡的特征。游客感知印象包括特色景观感知、管理服务感知、体验项目感知、功能场景感知、情绪氛围感知5个维度,分为初级感知层、深入感知层以及情感反应层3个层次。国家体育旅游示范基地的人际网络被关注度提高路径包括:强调提高服务质量的服务主导型路径;以产业融合为基础,突出基地多场景和多功能特征的业态融合型路径;由特色景观、管理服务和体验项目组合构成的多维体验型路径。National sports tourism demonstrative bases are crucial for integrating sports and tourism,enriching visitor experiences,and boosting consumption.Based on the user-generated content from 13 coastal city sports tourism demonstrative bases,this study employs the content analysis and qualitative comparative analysis to identify perceived image themes from tourists’perspectives and explore paths to enhance the bases’online attention.The online attention of the surveyed national sports tourism demonstration bases exhibitsuneven geographical distribution.The perceived images encompass five dimensions:distinctive landscapeperception,management service perception,experience project perception,functional sceneperception,and emotional atmosphereperception.These dimensions are categorized into three levels:primary perception,in-depth perception,and emotional response.Paths to enhance online popularity include service-dominant paths focusing on services and management quality;integrated business paths highlighting multi-scenario and multi-functional characteristics based on distinctive landscapes;and multi-dimensional experience paths promoting tourist participation through a combination of landscapes,services,and projects.

关 键 词：国家体育旅游示范基地 感知印象 人际网络被关注度 用户生成内容 组态分析 

分 类 号：G80-052[文化科学—运动人体科学]