基于网络文本的湛江旅游目的地形象感知研究

以五大旅游网站的游记为样本来源,运用内容分析法,依据"认知-情感-总体"感知模型构建分析类目,借助ROST CM6.0软件研究游客对湛江旅游目的地形象感知.研究结果表明:游客对湛江旅游形象感知以积极态度为主,但对湛江的人文资源认知度较低,旅游者对湛江的满意度高,但受"阴影区"的屏蔽作用,游客重游意愿不强.基于负面感知反...

Research on Image Perception of Zhanjiang Tourist Destination Based on Internet Text

Based on the travel notes of five major tourism websites as the sample source,this paper uses the content analysis method to construct the analysis category according to the"cognitive-emotional-overall"perception model,and uses ROST CM6.0 software to study tourists'perception of Zhanjiang tourism destination image.The results show that tourists'perception of Zhanjiang's tourism image is mainly positive,but their awareness of Zhanjiang's humanistic resources is low,and tourists'satisfaction with Zhanjiang is high.However,due to the shielding effect of"shadow area",tourists'willingness to revisit is not strong.Based on the problems reflected by negative perception,this paper puts forward suggestions on improving the image of Zhanjiang tourism destination from the aspects of government functions,resource advantages,tourism brands,marketing and publicity,and service quality.