山岳型景区旅游形象感知研究:基于2014-2016年黄山网络游记分析

摘要

在国内著名旅游网络平台蚂蜂窝、携程网、驴妈妈,收集了近三万篇黄山风景区的游记,经过筛选提取75篇游记样本.采用内容分析法,运用ROST CM6软件进行编码分析,研究结果表明:1)黄山旅游形象的积极感知因素有六个,按照感知度高低分别为三山五岳、三奇五绝之地、风景雄峻瑰奇、文化传播之地、地质奇观、户外摄影圣地;2)消极的感知因素主要来自旅游服务、旅游环境和旅游管理;3)二级编码分析可知山地地形、局地气候、气象等自然要素,以及由此导致的山区餐饮和住宿服务是消极感知的主要来源.游客对于黄山形象感知总体是积极的,但在山路安全、山岳特色气象景观可视预报、游客引导等方面仍有提升空间.%In this research,it collected nearly thirty thousand travel dairies relevant to Mount Huangshan from three famous domestic tourism websites,which are Mafengwo,C trip,Lvmama,and 75 travel dairies were selected as standard samples for statistical analysis.Content analysis method was used to analyze these samples via ROST CM6.Results showed that:1) There are 6 positive perception factors favorable for Mount Huangshan tourism image,which were the High Mountains,the Scenes of Three Odd and Five Wonders,the Magnificent Scenery,the Origin of Cultural Heritage,the Geological Wonders,and the Holy Place of Outdoor Photography (according to the effective level from high to low);2) The negative perception mainly came from tourism services,tourism environment and tourism management.From a general analysis of the second level coding,the negative impression was mainly from poor accommodation service due to the localized precipitous terrain,shifty mocro-climate and other unfavorable natural environment.Although the general perception of tourists about the image of Mount Huangshan tended to positive,there were rooms for improvement in many aspects,like traffic safety of sightseeing highway,earlier visual noticed of meteorological scenery,tourist guiding and other aspects.