基于游客留言内容分析的古镇旅游体验研究——以丽江束河古镇为例

摘要

This study selects the tourist messages in the restaurant of Shuhe Town, Lijiang, Yunnan Province as the qualitative research data, to explore the ancient town tourism experience and its deep inner structure relationship.They are classified into 28 concepts and seven categories by qualitative analysis software Nvivo11, whose frequency from high to low are personal feelings, the impression of Lijiang, travel experience, philosophy of life, natural environment, escape the urban, cultural atmosphere.Then, through the social network analysis software UCINET, the relationships between the nodes are built by co-occurrence analysis.It concludes that there exist great differences between the tourism experiences of individuals, and the tourism experience is individual, diversitied, and multi-level.The tourism experience of Shuhe Town appears as a core-edge three level structure, which reflects the impact of the individuals and the society.Additionally, the study provides the following references and inspirations to the related managements.On one hand, tourism destination operators should pay attention to the local cultural characteristics and landscape protection, to promote the development and the planning of special tourism products.On the other hand, tourism managements should take into account the preferences and needs of tourists during the social and cultural construction of destinations.%选取云南省丽江束河古镇客栈、餐厅的游客留言作为研究资料,探究古镇游客的旅游体验及其深层次的内在结构关系.借助质性分析软件 Nvivo11对文本内容进行编码,共得到28个概念和7个范畴,频次由高到低分别为个人情感、印象丽江、旅行经历、人生哲学、自然环境、逃离遁世、文化氛围.并对编码所得概念进行共现分析,通过社会网络分析软件 UCINET构建各节点的共现结构关系.结果表明,个体之间的旅游体验存在很大差异,游客旅游体验具有个性化、多元化、多层次的特点.束河古镇游客的旅游体验呈现明显的核心-边缘三层级结构,这是游客、社会等多主体共同建构的结果.并据此为相关旅游经营与管理提供借鉴与启示.