[1]厉建梅,付瑞菲.基于网络文本分析的河南滑县道口古镇形象差异研究[J].中国名城,2022,36(6):79-87.[doi:10.19924/j.cnki.1674-4144.2022.06.011]
　LI Jianmei,FU Ruifei.Research on the Image Difference of Daokou Ancient Town in Hua County, Henan Province Based on Web Text Analysis[J].China Ancient City,2022,36(6):79-87.[doi:10.19924/j.cnki.1674-4144.2022.06.011]
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基于网络文本分析的河南滑县道口古镇形象差异研究()
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中国名城[ISSN:1674-4144/CN:32-1793/GO]

卷:
36
期数:
2022年6期
页码:
79-87
栏目:
出版日期:
2022-06-05

文章信息/Info

Title:
Research on the Image Difference of Daokou Ancient Town in Hua County, Henan Province Based on Web Text Analysis
文章编号:
1674-4144（2022）06-0079-09
作者:
厉建梅; 付瑞菲
厉建梅，郑州大学旅游管理学院直聘副教授；付瑞菲，郑州大学旅游管理学院硕士研究生。
Author(s):
LI Jianmei; FU Ruifei
关键词:
道口古镇; 滑县; 旅游形象; 投射形象; 感知形象
Keywords:
Daokou ancient town; Hua county; tourism image; projection image; perceived image
分类号:
F592.7
DOI:
10.19924/j.cnki.1674-4144.2022.06.011
文献标志码:
A
摘要:
河南滑县道口古镇作为国家级历史文化名镇及大运河沿岸的重要码头，对于大运河沿线古镇旅游研究具有重要意义。旅游形象是旅游目的地具备吸引力的核心要素，投射形象与感知形象的差异研究有助于旅游地形象优化。借助Nvivo12plus软件对收集的网络文本数据进行编码和分析，分别从认知、情感、整体3个方面归纳旅游地形象，通过比较分析得出滑县道口古镇官方投射与游客感知形象的同异性及差异原因。研究认为：认知形象中，官方组织投射重点放在特色旅游资源、核心旅游活动、景区基本环境等方面，而游客感知侧重于新奇的节庆活动以及与自身旅游活动相关的各个要素；情感形象中，官方投射与游客感知均以正向情感为主，其中官方投射以品牌塑造为主，游客感知以游玩氛围和自身感受为主。负向情感中，官方投射以古镇修建前破败街区环境为主，游客感知以古镇面貌今非昔比的惋惜和淡季时前往感受到游玩价值有限的失落为主；整体形象中，官方投射形象是文化底蕴深厚的运河小镇、魅力非凡的非遗之都、驰名中外的烧鸡名城、设施齐全的免费景区、悠闲恬淡的市井烟火体验地。游客感知形象是历史文化名镇、欢乐节庆胜地、休闲娱乐旅游地、民风淳朴的温情小镇。最后，提出应挖掘运河文化内涵、加大支持力度留住原住民、创新古镇文化旅游产品展示形式、完善旅游基础设施等4个方面的建议。
Abstract:
As a national famous historical and cultural town and an important wharf along the Grand Canal, Daokou ancient town of Hua county is of great significance to the tourism research of ancient towns along the Grand Canal. The research on the difference between projected image and perceived image is helpful to the optimization of tourism destination image. With the help of Nvivo12plus software, the collected network text data are encoded and analyzed, and the tourism destination image is summarized from three aspects: cognition, emotion and the whole. Finally, the identity between the official projection of Daokou ancient town in Huaxian county and the perceived image of tourists is obtained.The research shows that in the cognitive image, the official organization projection focuses on the characteristic tourism resources, core tourism activities and the basic environment of the scenic spot. Tourists perception focuses on novel festival activities and various elements related to their own tourism activities. In the emotional image, the official projection and tourists perception are dominated by positive emotion, in which the official projection is dominated by brand building. And tourists perception is dominated by playing atmosphere and their own feelings. In the negative emotion, the official projection is mainly the dilapidated block environment before the construction of the ancient town, and the tourists perception is mainly the regret that the appearance of the ancient town is not what it used to be and the disappointment that the value of play is limited in the off-season In the overall image, the official projection image is a canal town with profound cultural heritage, a charming capital of intangible cultural heritage, a famous roast chicken city at home and abroad, a free scenic spot with complete facilities, and a leisurely and tranquil market fireworks experience place. The perceived image of tourists is a famous historical and cultural town, a happy festival resort, a leisure and entertainment destination, and a simple and warm town. Finally, the study puts forward four suggestions: excavating the cultural connotation of the canal, increasing support, retaining the original residents, innovating the display form of cultural tourism products in ancient towns, and improving the construction of tourism infrastructure.
更新日期/Last Update: 2022-07-13