生态节事活动投射形象与感知形象的差异研究——以2019北京世界园艺博览会为例

生态节事活动的成功举办与形象传播对建设生态城市、弘扬生态文明理念具有重要意义。以2019北京世界园艺博览会为案例,基于"投射形象-感知形象"的分析框架,运用内容分析、对应分析、成分分析方法,评估了典型生态节事活动的形象投射与感知差异。研究发现：（1）北京世园会形象可以划分为旅游吸引物、环境与地方氛围、设施与服务、旅游体验4个维度。（2）投射形象与感知形象仅在旅游吸引物维度方向差异小,在环境与地方氛围、设施与服务、旅游体验维度方向差异大。（3）投射形象与感知形象在旅游体验、环境与地方氛围维度上成分差异大;在旅游吸引物和设施与服务维度,投射形象内部存在明显分异,反映在官方微博的投射形象与感知形象成分差异大,设施与服务维度官方公众号的投射形象与感知形象成分差异大。（4）北京世园会努力建构的绿色生态的环境与地方氛围在游客感知层面接受度较差,核心原因是供需两侧的目标、需求与策略的不匹配。本研究对北京世园会投射形象与感知形象的方向差异与成分差异进行了重点分析,揭示了其在不同主题维度的区别化特征。这有助于促进生态节事活动的科学化、精细化评估,为其形象传播效果提升提供支持。

Study on the difference between projected and perceived images of ecological festivals: A case of Beijing International Horticultural Exposition 2019

The successful staging and image dissemination of ecological festivals will help the construction of ecological cities and the formation of tourists’ green concepts and pro-environmental behaviors. Taking the 2019 Beijing International Horticultural Exposition as an example, based on the "projected image-perceived image" analytical framework, the image projection and perception difference of typical ecological festivals were evaluated by using content analysis, correspondence analysis, and component analysis methods. The research shows that: (1) The image of Beijing Horticultural Expo is divided into four dimensions: tourism attractions, environment and local atmosphere, facilities and services, and tourism experience. (2) The difference between projected image and perceived image is small in the dimension of tourism attractions; whilst differences are large in the dimensions of environment and local atmosphere, facilities and services, and tourism experience. (3) The projected image and the perceived image have large component differences in the dimensions of tourism experience, environment and local atmosphere. In the dimension of tourism attractions and facilities and services, there are obvious differences within the projected image, which is reflected in the large component difference between the projected image and the perceived image of the official Weibo in the dimension of tourism attractions, and the large component difference between the projected image and the perceived image of the official public account in the dimension of facilities and services. (4) The green ecological environment and local atmosphere constructed in the Beijing International Horticultural Expo are poorly perceived by tourists. The reason is that the festival organizers have a monotonous projection strategy for green ecological images, and tourists regard ecological festivals as tourist destinations and pay more attention to travel-related information, resulting in the deviation of image projection and perception. This study focused on the differences in the direction and composition of the projected image and the perceived image of Beijing International Horticultural Exposition, revealing its distinctive features in different thematic dimensions, which will benefit the scientific and refined evaluation of ecological events and support the improvement of its image communication effect.