旅游目的地意象固化与更新的动力机制研究——以苏州为例

发布时间：2018-06-12 02:33

本文选题：目的地意象 + 固化　；参考：《旅游学刊》2017年02期

【摘要】：过去10年中,伴随互联网和移动互联网技术进步,旅游者围绕目的地的内容生产活动空前活跃,推动着旅游目的地意象加速更新。在此过程中,旅游目的地意象究竟发生何种变化?旅游目的地意象为何发生上述变化?这两个问题至今尚未得到很好的解答。文章以苏州作为目的地案例,通过对10年间(2006—2015)在线旅游博客文本的内容分析,解析苏州旅游目的地意象变迁的动态特征,探索推动苏州旅游目的地意象动态变化的动力机制。文章首先通过文献回顾,解析旅游目的地意象具备固化和更新的基本特性;进而基于关键词频和语义网络分析结果,研究发现苏州目的地意象固化主要体现在苏州园林高度符号化凝结,而苏州目的地意象更新则主要反映在平江路和观前街等历史文化街区开始逐渐获得游客青睐。结论认为:在苏州案例中,地方政府、市场组织、当地居民和旅游者间的协商互动是导致旅游目的地意象发生固化和更新的主要动力;为了推动旅游目的地意象实现有机更新,避免旅游目的地意象陷于某种僵化,必须采取措施吸引以上4类群体积极协调地投入目的地意象建构活动之中;现阶段的当务之急是加快制度建设,帮助当地居民和旅游者获得能够与地方政府和市场组织相互对话的地位和协商平台。
[Abstract]:In the past 10 years, with the development of Internet and mobile Internet technology, tourists' content production activities around destinations have never been more active, which has accelerated the renewal of tourist destination images. In the process, what kind of changes have taken place in the image of tourist destination? Why does the image of tourist destination change as mentioned above? These two questions have not yet been well answered. This paper takes Suzhou as a case study, analyzes the content of online travel blog text from 2006 to 2015, and analyzes the dynamic characteristics of image change in Suzhou tourism destination. To explore the motive mechanism to promote the dynamic change of Suzhou tourist destination image. First of all, by reviewing the literature, the paper analyzes the basic characteristics of the image of tourism destination which is solidified and updated, and then analyzes the results based on the keyword frequency and semantic network. It is found that the image solidification of Suzhou's destination is mainly reflected in the highly symbolic condensation of Suzhou gardens, while the renewal of Suzhou's destination image is mainly reflected in the historical and cultural blocks such as Pingjiang Road and Guanqian Street, which are gradually gaining favor by tourists. The conclusion is that, in Suzhou case, the interaction between local government, market organization, local residents and tourists is the main motive force leading to the solidification and renewal of tourism destination image, in order to promote the realization of organic renewal of tourism destination image. In order to avoid the image of tourism destination falling into some rigidity, we must take some measures to attract the above four groups to actively and harmoniously invest in the construction of destination image, and the urgent task at this stage is to speed up the construction of the system. Help local residents and tourists gain the status and consultation platform for dialogue with local governments and market organizations.
【作者单位】：苏州大学社会学院旅游管理系;
【基金】：教育部人文社会科学研究基金一般项目“苏州古城旅游意象媒介表征及其协同更新研究”(14YJCZH229) 国家旅游局旅游业青年专家培养计划“国际特色旅游目的地品牌创建研究”(TYETP201528) 国家自然科学基金项目“国民休闲背景下城市游憩空间意象的特征、效应与形成机制研究”(41261029)和“地域文化对区域旅游发展的作用机理与效应评价:以苏南地区为例”(41301138) 江苏省普通高校研究生科研创新计划项目“生活方式型旅游目的地品牌个性和形象研究”(KYLX15_1299) 苏州市文化研究项目“苏州世界遗产城市品牌战略实施路径研究”共同资助~~
【分类号】：F592

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