摘要
旅游景区的管理服务质量反应旅游地形象,研究以雁门关景区为例收集携程网、去哪儿网、美团网、同程网、蚂蜂窝自由行5大旅游网站的645条有效网络评论.运用了内容分析法和扎根理论编码分析了关隘型旅游目的地形象感知.结果表明（1）网络感知高频词排在前列的为雁门关、值得、景区、不错、景色、长城;（2）雁门关积极形象感知度高低分别为雄浑边塞、秀丽风景、浓厚文化、战略要地、忠义杨家、惜雁昭君、英勇抗日;（3）游客对雁门关的消极感知可归为5个核心类属,分别为旅游体验、旅游服务、旅游设施、旅游环境与安全;（4）二级编码分析可知客观因素、景观破环等自然要素,以及由此导致的景区管理、游客服务、基础设施是消极感知的主要来源.最后提出提升服务形象的对策.
The quality of managing service of a tourist attraction reflects the image of tourist destination.Taking Yanmenguan Spot for example, 645 valid network reviews have been collected from fve tourism websites including CTRIP, Qunar, Meituan, Tongcheng and Mafengwo. The image perception of pass-type tourist destination have been analyzed according to the content analysis and rooted theory.The results are as follows：（1）The top network-aware high-frequency words are Yanmenguan, worth,scenic area,not bad, scenery and the Great Wall.（2）The positive image perception of Yanmenguan Spot from the highest to the lowest is as follows：magnifcent pass,attractive scenery,strong culture,important strategical area,loyal general of Yang Family,beautiful and brave Zhaojun and heroic resistance against Japan.（3）The negative perception of Yanmenguan Spot from tourists is divided into 5 cores, which are traveling experience, tourist service,tourist facilities and tourist environment and safety .（4）The analysis of coding shows that the natural factors such as the objective factor and destruction of landscape, and the problems resulting scenic area management , tourist service and infrastructure are the main sources of the negative perception.Finally,the strategies of promoting the quality of service have been put forward.
基金
2016年忻州师范学院大学生创新创业训练项目“基于网络文本的雁门关景区服务质量分析”
2017年度山西省高校大学生创新创业训练项目“基于网络评论的关隘景区服务质量评价-以山西雁门关为例”
2017万名旅游英才计划实践服务型英才培养项目“五台山景区乡村发展调查及农户旅游经营帮扶实践活动”（项目编号：WMYC201720023）.
关键词
内容分析法
扎根理论
形象感知
雁门关景区
Content Analysis, Rooted Theory, Image Perception,Yanmenguan Spot
