从旅游者的博客分析旅游者感知的目的地形象---以南京为例

论文总字数：25678字

摘 要

Abstract 4

1.绪 论 5

1.1选题背景 5

1.2研究意义 5

1.3研究方法 5

2.文献综述 6

2.1 影响目的地形象的因素研究 6

2.2 旅游博客对旅游目的地形象的影响研究 8

2.3研究评述 9

3.研究设计 9

3.1样本选择 9

3.2筛选信息 10

3.3建立分析类目 10

3.4高频特征词统计 10

4.研究分析 12

4.1旅游者的基本特征分析 13

4.2旅游资源 15

4.3公共设施 16

4.4旅游环境 16

4.5社会环境与目的地氛围 17

4.6整体评价 17

4.7 小结 19

5.南京市旅游形象提升建议 19

5.1旅游形象品牌塑造 19

5.2加强形象管理 19

5.2.1完善公共及旅游设施 19

5.2.2提高服务行业从业人员素质 19

5.3提升旅游产品开发设计 20

5.3.1旅游线路再规划 20

5.3.2增加交互式体验型旅游产品开发 20

5.3.3鼓励具有知识产权创意旅游产品的开发 20

5.4创新旅游目的地营销手段 20

6.研究局限与展望 20

致谢 22

参考文献（References） 23

从旅游者的博客分析旅游者感知的目的地形象---以南京为例

摘 要

随着我国旅游发展进入形象驱动阶段，精准的旅游目的地形象定位成为在激烈的市场竞争中取胜的重要法宝。要塑造好旅游目的地形象，不但要抓住目的地旅游资源特点，做好市场营销工作，还要旅游者的感知来印证。随着互联网技术的应用和普及、旅游电子商务的发展以及人们思想观念的转变，散客化、自由行趋势日渐明显，同时人们以微博、游记等多种形式记录自己的旅游经历和朋友甚至陌生人一起分享自己的旅游体会和经验，这种现象也越来越普遍。通过对这些博客内容的分析，我们就可以得到旅游者对某一特定旅游目的地的感知形象。

本文从旅游者的视角入手，通过对国内外学者关于影响目的地形象的因素以及旅游博客对旅游目的地形象影响因素的研究成果和动态的了解和分析，掌握研究进展，找出目前研究不足，为本文理论应用奠定基础。同时以网络游记为文本分析对象，遵循样本选择——信息筛选——建立类目——词频统计——结果分析的研究设计步骤展开研究。南京被誉为“博爱之都”，同时又是六朝古都，丰富的文化底蕴和历史内涵与现代化都市相结合，南京成为众多国内外游客向往的理想旅游目的地。本文将携程旅游网等国内知名旅游网站上以南京为目的地的游记作为研究资料，并筛选出符合条件的40篇游记作为样本，进行数据采集。根据文献分析和选择研究对象的实际情况，将本文内容分析类目划分为“旅游者基本特征”、“旅游资源”、“公共设施”、“旅游环境”、“社会环境与目的地氛围”和“整体评价”六个部分，以此为依据构建南京旅游目的地感知系统。并运用ROST CM内容挖掘软件对游记样本中的高频词进行统计，从而了解并分析游客感知到的南京旅游目的地形象，对伴随而来的相关影响给予阐述和评论，并为南京旅游形象的定位、塑造和提升提供思路与借鉴。

关键词：旅游博客;形象感知;南京

FROM THE TOOURIST’S BLOG ANALYSIS OF TOURIST DESTINATION IMAGE OF PERCEPTION-IN NANJING AS AN EXAMPLE

Abstract

Along with our country tourism development into the period of image, precision of tourism destination image positioning become win in the fierce market competition the important magic weapon. To shape a good tourist destination image, not only the way to the destination tourist resources characteristic, to do a good job of marketing, tourist's perception to verify. With the application and popularization of Internet technology, the development of tourism electronic commerce and the concept of change, the individual, the free line trend is obvious, at the same time people on weibo, travel notes, and other forms to record their travel experiences and friends and even strangers together to share their travel experience and experience, this kind of phenomenon is becoming more and more popular. Through analyzing the content of these blogs, we can get the tourists perception of a particular tourism destination image.

This article from the perspective of tourists, and through the domestic and foreign scholars about tourism image perception and the Internet information and user generated content understanding and analysis of research results and dynamic, to grasp the progress of research to find out the present study, lay the foundation for the theory in this paper application. For text analysis network travels at the same time, the following sample selection, information filtering, a category, word frequency statistics, analysis of the results of the study design stages. Of nanjing is known as "universal love", and the six dynasties the ancient capital, is rich in culture and historical connotation and modern metropolis, the combination of nanjing becomes the multitudinous domestic and foreign tourists yearning ideal tourist destination. This article will ctrip travel network such as domestic famous tourist site in nanjing for the travels of destination as research materials, and select the eligible article 40 as sample, for data collection. Based on literature analysis and the choice of the actual situation of the research object in this paper, content analysis category can be divided into basic features "tourists", "tourism resources" and "public facility", "tourism environment", "social environment and atmosphere" destination and "overall evaluation" six parts, on this basis to construct a system of nanjing tourism perception. And using the ROST CM content mining software to travel for statistical samples high-frequency words, to understand and analyze the tourists to nanjing tourism destination image, given in this paper, the influence on related to and comments, and for the nanjing tourism image positioning, ideas and references for mold and promote.

KEY WORDS: Travel Blogs; Image perception; Nanjing

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