基于UGC的黑井古镇形象感知研究

基于旅游目的地形象感知“认知-情感-整体”三维模型，采用内容分析法，分析游客对黑井古镇的目的地感知形象。结果表明：(1)在认知形象上，游客对黑井古镇的认知形象以场所、文化、自然和活动认知内容维度为主，以建筑认知内容维度为辅。(2)在情感形象上，积极感知主要来源于古镇历史文化悠久，具有研究价值的盐文化和历史文化建筑，是古镇吸引游客的亮点。消极感知主要来源于古镇自身特色不够鲜明、其他文化感知较弱、文化活动单调、基础设施不够完善、路途体验感较差交通不便、卫生差等问题。(3)黑井古镇整体形象共线网络丰富，集群较多，形成了古镇、黑井古镇、建筑、文化、产贡盐、龙川江6个主要集群，语义网络的共线性较强。

Image Perception Research of Heijing Ancient Town based on UGC

Based on the three-dimensional model of "cognitive-emotional-holistic" of tourist destination image perception, the content analysis method was used to analyze the destination perception image of tourists in Heijing Ancient Town. The results are as follows. In terms of cognitive image, tourists'' cognitive image of Heijing Ancient Town is mainly based on the cognitive content dimension of place, culture, nature and activities, followed by the dimension of architectural cognitive content. In terms of emotional image, positive perception mainly comes from the salt culture and historical and cultural buildings with long history and culture in the ancient town and has research value, which are the highlights of the ancient town to attract tourists. The negative perception mainly comes from the problems of the ancient town''s own characteristics are not distinctive enough, other cultural perception is weak, cultural activities are monotonous, infrastructure is not perfect, road experience is poor, transportation is inconvenient, and hygiene is poor. The overall image of Heijing Ancient Town is rich in collinear network and has many clusters, forming six main clusters of Ancient Town, Heijing Ancient Town, Architecture, Culture, Tribute Salt and Longchuan River, and the collinearity of the semantic network is strong.