摘要
游客是目的地世界文化遗产申报(“申遗”)过程中的重要见证者和体验者。基于认知-情感理论,运用泉州市用户生成内容(UGC)网络文本数据和内容分析法,探究游客在“申遗”成功前后对世界遗产地形象的感知差异,揭示“申遗”对游客形象感知的影响机理。研究发现:相较于“申遗”前,“申遗”后游客对历史、宗教、艺术等文化价值的感知程度加深,对自然类景点的感知弱化;游客对世界遗产地形象感知更加清晰,对文化品牌与地位更加认可;虽然“申遗”后游客对世界遗产地的情感态度总体变化不大,但对世界遗产地的文化地位、服务品质、旅游环境、城市发展等产生了更高期望。文化类目的地通过“申遗”可以触发媒体外驱力和文化内驱力,推动游客对目的地认知形象和情感形象的改变,进而促进游客对目的地品牌认同、服务价值认同、文化认同、地方认同与情感认同的强化。分析“申遗”成功对游客形象感知的影响,可为同类目的地旅游形象的构建和提升提供借鉴。
Tourists are important witnesses and experiencers in the process of inscribing a destination as a world cultural heritage.Based on cognitive-emotional theory,user generated content(UGC)web text data in Quanzhou,content analysis methods were used to explore the differences in tourists'perceptions of the images of World Heritage Sites before and after the successful inscription,and to reveal the impact mechanism of the inscription on tourists'perceived images.The study found that:compared with the pre-inscription period,tourists'perceptions of cultural values such as history,religion and art deepened after the inscription,yet their perceptions of natural attractions weakened;tourists'perception of the image of World Heritage Sites became clearer,and the original brand and status of World Heritage Sites are more recognized;though tourists'emotional attitudes toward World Heritage Sites has changed not much in general after the inscription,they have higher expectations for the cultural status,service quality,tourism environment,urban development of the World Heritage Sites.Cultural destinations can trigger the media's external drive and cultural internal drive through the application,which can promote the change of tourists'cognitive image and emotional image of the destination,and then promote the strengthening of tourists'brand identity,service value identity,cultural identity,local identity and emotional identity.The analysis of the impact of the successful inscription on tourists'perceived image can provide a reference for the construction and enhancement of tourism images of similar destinations.
作者
郑群明
洪心妍
Zheng Qunming;Hong Xinyan(College of Tourism,Hunan Normal University,Changsha 410081,China;Research Institute for Educational Tourism of Hunan Normal University,Changsha 410081,China)
出处
《中国生态旅游》
CSCD
2023年第3期438-452,共15页
Journal of Chinese Ecotourism
基金
湖南省哲学社会科学基金项目(22YBA047)。
关键词
世界遗产地
申遗影响
游客感知
感知形象
影响机理
遗产旅游
泉州市
World Heritage Site
impact of world cultural heritage application
tourist percep-tion
perceived image
impact mechanism
heritage tourism
Quanzhou
