乡村旅游景区投射形象与感知形象差异——以婺源篁岭为例  

The difference between projected and perceived images of rural tourism scenic areas:a case study of Huangling in Wuyuan

作　　者：魏梅仙 陈贵松[1] WEI Meixian;CHEN Guisong(School of Economics and Management,Fujian Agriculture and Forestry University,Fuzhou,Fujian 350002,China)

机构地区：[1]福建农林大学经济与管理学院,福建福州350002

出　　处：《内江师范学院学报》2025年第2期95-103,共9页Journal of Neijiang Normal University

基　　金：国家社会科学基金一般项目(21BJY199);福建省社会科学规划项目(FJ2024B023)。

摘　　要：比较乡村旅游景区投射形象与感知形象之间的差异,对提升景区建设和改善游客体验具有重要意义.基于“认知-情感”和旅游凝视理论,运用网络文本和社会网络分析法,对篁岭景区官方投射形象与游客感知形象进行对比分析.研究发现:投射形象与感知形象维度侧重点较为一致,主要集中在旅游吸引物、旅游活动、旅游环境与氛围上,但在感知评价和旅游基础设施与配套服务方面的形象存在差异,且感知形象在旅游基础设施与配套服务上明显优于投射形象;投射形象与感知形象曲线均呈现幂指数分布,“长尾”特征明显;官方与游客情感形象中正面情绪占主导,游客感知负面情绪主要源于拥挤程度和管理服务方面;投射形象与感知形象词汇共现网络均呈现“核心-次核心-重要-其他”的网络结构,但在重要节点上差异较大.据此,从活动创新、设施宣传、交通分流和服务提升4个方面提出篁岭旅游形象优化建议.Comparing the differences between the projected image and perceived image of rural tourism scenic areas is of great significance for improving the construction of scenic areas and enhancing the visitor experience.Based on the“cognition-emotion”and tourism gaze theories,this study uses online text and social network analysis methods to compare the official projected image with the tourists'perceived image of Huangling scenic area.The study found that the dimensions of the projected and perceived images are relatively consistent in focus,mainly concentrated on tourist attractions,tourism activities,tourism environment,and atmosphere.However,there are differences in the images of perception evaluation and tourism infrastructure and supporting services,with the perceived image significantly better than the projected image in terms of tourism infrastructure and supporting services.Both the projected and perceived image curves exhibit a power-law distribution with a clear characteristic of“a long tail”.In the emotional images of both officials and tourists,positive emotions are dominant,while tourists'perceived negative emotions mainly stem from congestion and management services.The co-occurrence networks of projected and perceived images both show a“core-subcore-key-peripherals”network structure,but there are significant differences in important nodes.Based on these findings,four optimization suggestions for Huangling's tourism image are proposed,including activity innovation,facility promotion,traffic diversion,and service improvement.

关 键 词：篁岭景区 投射形象 感知形象 形象差异 

分 类 号：F592.7[经济管理—旅游管理]