基于网络文本的旅游目的地形象动态演化特征研究——以峨眉山市为例  

A Study on the Dynamic Evolution Characteristics of Tourist Destination Images Based on Network Text:A Case Study of Emeishan City

作　　者：张毓峰[1] 段昊岑 吕兴洋[1] ZHANG Yufeng;DUAN Haocen;LYU Xingyang(School of Business Administration,Southwestern University of Finance and Economics,Chengdu 611130,China)

机构地区：[1]西南财经大学工商管理学院,四川成都611130

出　　处：《旅游导刊》2025年第2期35-59,共25页Tourism and Hospitality Prospects

基　　金：国家自然科学基金面上项目“脑奖赏效应下感官线索对旅游冲动的诱发机制与动力过程研究”(72472129)。

摘　　要：旅游目的地普遍面临形象构建与形象更新的重要任务,但学界对旅游目的地形象动态演化规律还缺乏深入认知。本研究以峨眉山市为例,基于2011年至2021年的网络文本资料,对其投射形象和感知形象的词汇表达和内在结构进行历时动态分析和多维对比分析,深入探究旅游目的地形象的动态演化特征。研究发现:旅游目的地“投射—感知”形象差异客观存在,但二者随时间的推移呈现出趋同的态势;旅游目的地的核心形象具有高稳定性,而边缘形象则具有不稳定性;旅游目的地形象的动态演化由官方与游客之间复杂的双向作用所驱动。本研究拓展并深化了旅游目的地形象动态演化的相关研究,能为旅游目的地形象构建与形象更新提供方法指导。Destinations generally face the important practical task of image construction and image renewal in their transformation and development,but the academic community lacks in-depth knowledge of the dynamic evolution law of their image dynamic evolution.In this context,this study takes Emeishan City as an example,based on web texts from 2011 to 2021,by diachronic dynamic analysis and multi-dimensional comparative analysis are made on the lexical expression and internal structure of the projected and perceived images,the dynamic evolution characteristics of tourist destination images are deeply discussed.This study found that:the differences in the‘projected-perceived’image of tourist destinations objectively exist,but converge over time;the core image of tourist destinations is highly stable,while the peripheral image is unstable;and the dynamic evolution of the image of tourist destinations is driven by a complex bidirectional role of official government and tourists.This study extends and deepens research on the dynamic evolution of the image of tourist destinations,and can provide methodological guidance for the construction and renewal of the image of tourist destinations.

关 键 词：旅游目的地 投射形象 感知形象 动态演化特征 峨眉山市 

分 类 号：F59[经济管理—旅游管理]