根据旅游体验的沿海旅游形象的感知差异-基于12个沿海城市的UGC数据的IPA分析
Meng Zhang1, Qianbin Di2, Ying Liu1
1Institute of Marine Sustainable Development, Liaoning Normal University, Dalian, China.
PloS one
|August 22, 2024
概括
游客的看法塑造了沿海旅游市场营销. 这项研究分析了在线内容,以了解认知,情感和整体目的地图像,揭示了开发和改善旅游体验的关键领域.
科学领域:
- 旅游管理 旅游管理
- 营销科学 营销科学
- 计算社会科学 计算社会科学
背景情况:
- 目的地形象对于沿海旅游市场定位和营销策略至关重要.
- 了解游客的看法对于有效的沿海旅游发展至关重要.
- 互联网产生的内容为旅游体验提供了有价值的见解.
研究的目的:
- 基于游客生成的内容,分析沿海旅游目的地的认知,情感和整体形象.
- 确定沿海目的地图像的关键组件和结构.
- 探索游客满意度和改善沿海旅游环境的领域.
主要方法:
- 从2017年至2021年利用了旅游者生成的内容.
- 采用 jieba 文本分析来识别认知和情感图像.
- 应用文本聚类和重要性-性能分析 (IPA) 模型来分析目的地的图像元素和旅游者的感知.
主要成果:
- "海洋"是一个常见的认知形象,具有独特的区域焦点 (博海边缘,南部海岸).
- 旅游者的情感形象主要是积极的,尽管强度因城市而异.
- 沿海目的地图像呈现出一种"传统的核心特征结构-外围感知"结构,具有城市特定的语义网络.
- 游客对当前的形象组件感到满意,但优先考虑改善整体旅游环境.
结论:
- 沿海旅游业的发展应侧重于独特的价值观和旅游体验需求.
- 提高旅游设施和服务对于高质量的发展至关重要.
- 需要量身定制的营销策略,以应对不同的旅游感知和偏好.
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