丽江旅游形象感知研究——基于网络文本分析的方法

以网络游记为研究样本,结合网络内容分析法和扎根理论的方法研究自助游客对丽江旅游形象的感知。研究发现自助游客对丽江旅游的感知多倾向于积极方面,而消极感知则主要来自于游览体验、旅游设施、购物娱乐及旅游服务等方面。同时由于丽江在旅游资源开发及整体旅游形象推广中的不足,导致其辖内各景区(点)发展严重失衡。综合各类消极感知,提出丽江旅游形象推广的四点建议,包含特色生活方式再建构、旅游标准化管理等。

A Research on Tourism Destination Image Perception of Lijiang: Based on the Technique of Network Text Analysis

By taking the network travel notes as the sample,we discuss tourism destination image perception of Li- jiang from self-help tourists under the technique of network text analysis and the Grounded theory. During the research, we find self-help tourists＇ perception in Lijiang tends to positive,while the negative perception comes from tour experience, tourism facilities,shopoing, entertainment and tourist service.At the same time, because of the defect in tourism resource development and the overall tourism image promotion,the progress of each scenic spot in Lijiang is imbalance seriously. Incorporating all kinds of negative perception,we propose some suggestions about Lijiang＇ s tourism image promotion,such as reconstraction of traditional life style, tourism standardization management,and so on.