摘要
以网红景区重庆市万盛奥陶纪景区为例,通过在景区官网、新浪微博、微信公众号和马蜂窝旅游网中搜集网络图片和文本,对其投射形象和感知形象进行对比分析。结果显示:①从图片内容上看,景区最重视游乐设施的形象宣传,忽视旅游纪念品的宣传,缺失“购”元素。②从图片数量上看,景区和游客都最重视游乐项目,景区忽视人文景观,游客对此仍会关注;景区对食物宣传较多,但成效微弱。③从官方文本上看,景区重点打造“悬崖景区”形象,重视网络营销。④从游记和点评看,游客通常结伴到景区游玩,对高空项目感到惊险刺激,对排队印象深刻,忽视对食物的体验,部分游客游玩后实际感知体验未达到预期。⑤对比景区的投射形象和感知形象,形象大体吻合,但仍存在差异。
Taking Wansheng Ordovician Scenic Spot in Chongqing as an example,this paper collected network pictures and texts from the official website of the scenic spot,Sina Weibo,WeChat official accounts and Honeycomb Travel Network,and made a comparative analysis of its projected and perceived image,and drew the following conclusions:①From the contents of pictures,the scenic spot paid most attention to the image propaganda of recreational facilities,ignored the tourist souvenirs,and lacked the element of“purchase”.②From the number of pictures,both the scenic spot and tourists attached most importance to recreational projects.The scenic spot neglected the humanities landscape,the tourists still paid attention to it.The scenic spot propagated more to the food,but not effected.③From the official text,the focus of the scenic spot was to create the image of“cliff scenic spot”and attached importance to network marketing.④From travel notes and related reviews,tourists usually went to scenic spots with friends,were thrilled and excited to high-altitude projects,and were impressed by queuing,ignored the experience of food.Some tourists'actual perception experience after playing did not meet expectations.⑤Compared with the projected and perceived image of the scenic spot,the image was generally consistent with a little difference.
作者
吴红焱
杨晓霞
WU Hong-yan;YANG Xiao-xia(Southwest University School of Geographical Sciences,Chongqing 400715,China;Southwest University Tourism Research Institute,Chongqing 400715,China)
出处
《资源开发与市场》
CAS
2019年第12期1556-1560,共5页
Resource Development & Market
关键词
网红景区
投射形象
感知形象
万盛奥陶纪景区
online scenic spot
projected image
perceived image
Ordovician Scenic Spot of Wansheng
