湖北农业科学 ›› 2021, Vol. 60 ›› Issue (16): 182-188.doi: 10.14088/j.cnki.issn0439-8114.2021.16.036

• 经济∙管理 • 上一篇    下一篇

非遗旅游目的地投射形象与感知形象对比研究

李江敏, 黎鑫薇, 伍青青, 赵青青   

  1. 中国地质大学(武汉)经济管理学院,武汉 430074
  • 收稿日期:2020-08-23 出版日期:2021-08-25 发布日期:2021-09-09
  • 作者简介:李江敏(1976-),女,湖北老河口人,副教授,博士,主要从事文化遗产与旅游市场研究,(电话)13667177139(电子信箱)ljm1437@163.com。
  • 基金资助:
    教育部人文社科规划基金项目(19YJAZH046); 湖北省技术创新专项软科学项目(2019ADC153); 国家自然科学基金项目(41801138); 中央高校基本科研业务费项目(CUGW180808)

Comparative study on projection image and perception image of intangible cultural heritage tourism destination

LI Jiang-min, LI Xin-wei, WU Qing-qing, ZHAO Qing-qing   

  1. School of Economy and Management,China University of Geosciences(Wuhan),Wuhan 430074,China
  • Received:2020-08-23 Online:2021-08-25 Published:2021-09-09

摘要: 旅游目的地形象由投射形象与感知形象共同建构,辨析非遗旅游目的地投射形象与感知形象差异对提升非遗旅游目的地形象、促进非遗旅游提质增效具有重要意义。选择非遗文化丰富的苏州市为案例地,借助ROST CM 6软件探索非遗旅游目的地投射形象与感知形象差异。结果表明,①非遗旅游目的地投射形象与感知形象包括非遗文化、非遗旅游空间、非遗旅游体验、文化氛围、基础设施5个主类目,相对于感知形象,投射形象更关注非遗旅游体验及文化氛围,但对基础设施的关注不够;②投射形象与感知形象均以地方非遗文化为核心,但在次核心与边缘层内容组成方面存在差异;③情感类型以积极情绪为主,对文化氛围的营造持肯定态度,此外,景观和基础设施是引发游客积极情绪的主要因素,游客消极情绪集中在旅游环境方面;④差异产生主要原因为供给方与游客需求不同,且双方信息不对称。

关键词: 非遗旅游目的地, 内容分析法, 投射形象, 感知形象, 苏州市

Abstract: The tourism destination image is constructed by projection image and perception image. It is of great significance to analyze the difference between projection image and perception image of intangible cultural heritage tourism destination for improving the image of intangible cultural heritage tourism destination and promoting the quality and efficiency of intangible cultural heritage tourism. Taking Suzhou city as a case study, which was rich in intangible cultural heritage, the study explored the differences between the projection image and perception image of intangible cultural heritage tourism destination with the help of Rost CM 6 software. The results showed that,① the projection image and perception image of intangible cultural heritage tourism destination include intangible cultural heritage culture, intangible cultural heritage tourism space, intangible cultural heritage tourism experience, cultural atmosphere and infrastructure. Compared with the perception image, the projection image pay more attention to intangible cultural heritage tourism experience and cultural atmosphere, but less attention to infrastructure; ② both the projection image and perception image took the local intangible cultural heritage culture as the core, but there were differences in the content composition of the sub core and the edge layer; ③ in addition, landscape and infrastructure were the main factors causing tourists′ positive emotions, and tourists′ negative emotions were concentrated on the tourism environment; ④ the main reason for the difference was that the demand of suppliers and tourists was different, and the information of both sides was asymmetric.

Key words: intangible cultural heritage tourism destination, content analysis method, projection image, perceptual image, Suzhou city

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