国家冰雪体育旅游目的地游客感知意象对目的地网络传播效果的fsQCA分析  

Analysis of the Effect of Tourists′Perceived Image on the Network Communication of National Ice and Snow Sports Tourism Destinations Based on fsQCA

作　　者：燕阳 李斌[1] YAN Yang;LI Bin(School of P.E.,Shandong Normal University,Jinan 250358,Shandong,China)

机构地区：[1]山东师范大学体育学院,山东济南250358

出　　处：《山东体育学院学报》2025年第2期109-118,共10页Journal of Shandong Sport University

基　　金：国家社会科学基金一般项目(编号:23BTY060)。

摘　　要：该研究以我国46个旅游目的地中的90个冰雪体育旅游目的地为样本,运用LDA2vec模型对游客网络评论文本进行条件变量挖掘,并以权威传播指数作为结果变量,旨在探讨不同地理区域中冰雪体育旅游目的地游客感知意象对网络传播效果的fsQCA影响。研究认为:(1)国家冰雪体育旅游目的地游客感知意象包含度假服务感知、交通服务水平、特色体验打卡、服务管理能力、萌新滑雪体验、劣质服务印象、滑雪服务水准、冰雪游历趣味、经济出行体验和魅力地理景观共10个条件变量,且各条件变量以组态形式影响目的地的网络传播效果。(2)东北地区包含6条高传播效果组态,总体呈现出差异化的区域发展特征;华北地区的高传播效果组态为2条,均以度假服务感知为共同的核心条件;中部地区的高传播效果组态为2条,均以经济出行体验为共同的核心条件;西北地区也包含6条高传播效果组态,其中滑雪服务水准为绝大部分组态的核心条件,研究结论在经过稳健性检验后依旧成立。基于此,提出应强化东北地区冰雪体育旅游的一体化建设、完善华北地区冰雪体育旅游的系统化设计、扩大中部地区冰雪体育旅游的经济性优势、注重西北地区冰雪体育旅游的层次化发展的针对性建议。Taking 90 ice and snow sports tourism destinations among 46 tourism destinations in China as samples,this study uses the LDA2vec model to mine the conditional variables of tourists′online comment texts,and uses the authoritative communication index as the result variable to explore the fsQCA influence of the perceived image of ice and snow sports tourism destinations on the network communication effect in different geographical regions.The study shows that:(1)The tourists′perception image of national ice and snow sports tourism destination includes 10 conditional variables:vacation service perception,traffic service level,characteristic experience card,service management ability,new skiing experience,inferior service impression,skiing service level,ice and snow travel interest,economic travel experience and charming geographical landscape,and each conditional variable affects the network communication effect of the destination in the form of configuration.(2)The Northeast region contains six configurations with high communication effects,showing differentiated regional development characteristics;There are two configurations of high communication effects in North China,both of which take vacation service perception as the common core condition;The configuration of high communication effect in the central region is two,both of which take economic travel experience as the common core condition;The northwest region also contains six high-propagation configurations,of which the ski service level is the core condition of most configurations.The research conclusion is still valid after the robustness test.Based on this,it is proposed to strengthen the integrated construction of ice and snow sports tourism in Northeast China,improve the systematic design of ice and snow sports tourism in North China,expand the economic advantages of ice and snow sports tourism in the central region,and pay attention to the hierarchical development of ice and snow sports tourism in Northwest China.

关 键 词：冰雪体育旅游 旅游目的地 滑雪 游客感知意象 网络传播效果 LDA2vec模型 

分 类 号：G80-052[文化科学—运动人体科学]