| 摘要: |
| 信息时代旅游和网络结合得更加紧密,给旅游者提供了信息搜集和经验分享的平台。网络游记能够比较真实地反映旅游目的地形象,对旅游者旅游决策具有直接影响。运用网络志对网络游记进行分析研究,从认知形象、情感形象、整体形象三个方面探讨游客对青岛的旅游目的地形象感知,结果表明:游客在认知形象上对食、住、行、游的感知度较高,对购、娱的感知度较低；在情感形象上以积极情感为主,受负面事件的影响较小；整体形象感知较好,但重游意向和推荐意向占比不高。 |
| 关键词: 网络志 旅游目的地形象 感知 青岛 |
| DOI：10.13216/j.cnki.upcjess.2018.04.0005 |
| 分类号:F592.7 |
| 基金项目:山东省自然科学基金项目(ZR2014GM007) |
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| Using Netnography for Tourist Destination Image Perception Research in Qingdao |
|
CHAI Shousheng,ZHU Fujun
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(College of Management, Ocean University of China, Qingdao, Shandong 266100, China)
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| Abstract: |
| The rapid development of Internet technology has made the integration of networks and tourism much closer. This provides tourists with a platform for information collection and experience sharing. The travel notes on the Internet can reflect the image of tourist destination and have a direct influence on tourist decision making. This article discusses the tourists perception of Qingdao tourist destination image from the perspective of cognitive image, emotional image and overall image with the aid of netnography. The results indicate that the perception level of food, accommodation, transportation and sightseeing is higher than that of shopping and entertainment in cognitive image; the emotional perception is mainly positive and is less affected by negative events; the overall image perception is good, though the intention of revisiting and recommendation is not high. |
| Key words: netnography tourist destination image perception Qingdao |
