“强省会”政策背景下太原市旅游形象传播效应研究——基于官方投射形象和游客感知形象的比较分析  

Research on the Tourism Image Propagation Effect of Taiyuan Under the Background of“Strong Provincial Capital”Policy:Comparative Analysis Based on the Official Projected Image and Tourists’Perceived Image

作　　者：吕晓宁 王晓娟 Lv Xiaoning;Wang Xiaojuan(Shanxi Vocational College of Tourism,Taiyuan,Shanxi,030031;Shanxi Open University,Taiyuan,Shanxi,030027)

机构地区：[1]山西旅游职业学院,山西太原030031 [2]山西开放大学,山西太原030027

出　　处：《山西开放大学学报》2025年第2期88-94,共7页Journal of Shanxi Open University

摘　　要：为研究“强省会”政策实施后太原市旅游形象传播效应,研究选取太原市文旅局官方微博、文旅宣传片,以及游客在马蜂窝的游记作为研究对象,分别对其进行了文本内容和语义网络分析,以及图片内容属性和组合模型分析。分析结果显示,官方文旅宣传片相较于微博这种新型传播媒介,传播内容和形象更加传统,而官方微博所传播的形象与游客游记表征形象更为接近。游客游记图片所包含的旅游目的地元素更加丰富,且节点的共现联结更加密切。二者之间节点数量的差别,尤其是游客游记中出现频次较高且共现点度中心度较高的元素,对官方未来的形象宣传具有一定的借鉴意义。To study the propagation effect of tourist destination image of Taiyuan after the implementation of“Strong Provincial Capital”policy,the official Weibo account of Taiyuan Bureau of Culture and Tourism,tourism promotional videos,and tourists’travelogues in Mafengwo were selected as research objects.Text content,semantic network analysis and image content,as well as composite model analysis were conducted respectively.Comparative analysis results show that the content and image conveyed by official tourism promotional videos are more traditional compared to those of Weibo.The image conveyed by official Weibo is more similar to the characterization of tourists’travelogues.The images from tourists’travelogues contain more diverse elements of tourist destinations and closer co-occurrence connections.The difference in node quantity between official and tourists’sides,especially the elements that appear more frequently and have higher degree of co-occurrence centrality in tourist travelogues,has certain reference significance for the future official image propagation.

关 键 词：旅游地形象 官方投射形象 游客感知形象 

分 类 号：F592.7[经济管理—旅游管理]