摘要
建构主义倾向于认为,旅游目的地的建构形象和旅游目的地吸引力有着紧密关系,但建构形象的研究由于技术方法的原因始终存在困难。互联网的广泛应用不断为旅游研究提供新技术与方法手段,旅游目的地形象研究是其中一个常用的领域。本研究运用ROST Content Mining 6软件对"旅游电子商务"、"旅游杂志"、"旅游指南"、"旅游博客"及"目的地官方网站"5类网站中关于张家界旅游的网络文本与图片内容进行内容分析,再利用SPSS17.0软件的对应性分析对网络世界中张家界的投射形象进行分析。研究发现,不同类型的旅游网站所构建的目的地形象不尽相同,大多倾向于具体、物化的形象元素构建,对形象"符号"的建构明显不够,旅游目的地形象存在构建"迷思"。
Constructivism tends to identify the image formation of tourism destination closely related to the attraction of the destination. However,method limits the research on image formation. The development of the Internet provides new methods for tourism study continuously,commonly in the study of tourism destination image. This study attempted to identify the image representations of Zhangjiajie on the Internet by analyzing the contents of a variety of websites—travel E-commerce websites,online travel magazines,guide websites,online travel blogs and Zhangjiajie official websites. Both qualitative(text mining with Rost Content Mining 6)and quantitative approaches(correspondence analysis with SPSS 17. 0)were used to analyze the narrative and visual information on the sampled websites. The research shows that the image of Zhangjiajie constructed online varies by the different websites. Most images are projected of concrete elements instead of abstract symbols. Effective destination image has not been constructed.
出处
《中山大学研究生学刊（自然科学与医学版）》
2014年第1期82-97,共16页
Journal of the Graduates Sun YAT-SEN University(Natural Sciences.Medicine)
关键词
网络文本分析
目的地形象
投射形象
张家界
web content analysis
destination image
image representation
Zhangjiajie
