何小玲, 徐松浚. 基于游客凝视理论的国家湿地公园旅游意象形成过程及其特征研究[J]. 自然保护地,2024,4(0):1−19. DOI: 10.12335/2096-8981.2024052001
引用本文: 何小玲, 徐松浚. 基于游客凝视理论的国家湿地公园旅游意象形成过程及其特征研究[J]. 自然保护地,2024,4(0):1−19. DOI: 10.12335/2096-8981.2024052001
HE X L, XU S J. The formation process and characteristics of the tourism image of a national wetland park based on the tourist gaze theory[J]. Natural Protected Areas, 2024, 4(0): 1−19. DOI: 10.12335/2096-8981.2024052001
Citation: HE X L, XU S J. The formation process and characteristics of the tourism image of a national wetland park based on the tourist gaze theory[J]. Natural Protected Areas, 2024, 4(0): 1−19. DOI: 10.12335/2096-8981.2024052001

基于游客凝视理论的国家湿地公园旅游意象形成过程及其特征研究

The formation process and characteristics of the tourism image of a national wetland park based on the tourist gaze theory

  • 摘要:
    目的 基于游客凝视理论和“认知-情感-整体”旅游意象模型,构建游客凝视下的旅游意象形成过程模型,并基于此模型揭示海珠国家湿地公园旅游意象的形成过程及其特征,进而为国家湿地公园的旅游意象提升提供建议。
    方法 应用语义网络分析、情感词典分析技术和高频情感词语义分析对11 217条游客网络点评数据进行内容挖掘。
    结果 旅游意象通过旅游前凝视、现场凝视和表达凝视3个阶段形成,并形成引致意象、认知意象、情感意象和整体意象。游客感知的海珠湿地旅游意象特征为:引致意象呈现了湿地的生态价值主题;认知意象包括游憩环境、景观、活动和服务意象,其中,游憩环境意象是游客多重感官共同作用的结果;游憩景观意象体现了游客从“点、线、面、体”的四维视角认识湿地;游憩活动意象体现了以逃逸与放松相结合的特征;旅游服务意象表明公园服务以低服务接触为主;在情感意象方面游客表现出积极的情感倾向;最终,海珠湿地呈现出生态性和休闲性兼备的整体意象。
    结论 旅游意象的形成涉及旅游前、旅游中和旅游后3个阶段,因而应注重根据不同阶段的特点引导游客旅游意象的形成。本研究从旅游前的官方旅游宣传推广、旅游中的游憩景观塑造和旅游服务优化,以及旅游后整体意象提升等方面提出管理启示。

     

    Abstract:
    Objectives Based on the tourist gaze theory and the “cognitive-emotional-holistic” tourism image model, this study aims to construct a conceptual model of the formation process of tourism image, and to unveil the structure and characteristics of the tourism image of Haizhu National Wetland Park, thereby proposing implication for the promotion of tourism image in national wetland parks.
    Methods A total of 11217 online reviews from tourists were collected. A semantic network analysis was employed to investigate the generation of induced images and cognitive images. High-frequency sentimental word meaning analysis and sentimental dictionary analysis techniques were adopted to explore emotional images.
    Results The results indicated that the formation of a tourism image occurred in three distinct phases: the pre-trip gaze, the on-site gaze, and the expressing gaze. These stages culminated in the formation of an induced image, a cognitive image, an emotional image, and a holistic image. The tourism image of Haizhu Wetland perceived by tourists can be characterized as follows: 1) The induced image was primarily shaped by the official dissertation text and underscored a theme of the ecological value of wetlands; 2) The recreational environment image was constituted through the multifaceted perceptions of tourists; 3) The recreational landscape image illustrated that tourists gained into wetlands though a four-dimensional lens encompassing “point, line, surface, and body”. 4) The recreational activity image suggested that tourists’ motivations are combinations of escape and relaxation; 5) The tourism service image showed that services in the wetland park are mainly with low service contact; 6) In terms of the emotional image, tourists showed positive emotional tendencies, and 7) Haizhu Wetland presented a holistic image of both ecology and leisure.
    Conclusions The formation of a tourism image was a process that occurred throughout the journey: encompassing the pre-trip, onsite, and the post-trip stages. Therefore, it is suggested to guide the formation of tourist images according to the characteristics of different stages. Several managerial implications are put forward from the aspects of official tourism promotion before the trip, recreation landscape shaping and tourism service optimization onsite, and overall image improvement during the stage post-trip.

     

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