资源科学 ›› 2020, Vol. 42 ›› Issue (5): 933-945.doi: 10.18402/resci.2020.05.11

• 旅游资源 • 上一篇    下一篇

基于游客照片的皖南古村落目的地意象——以安徽宏村为例

曹兴平, 贺涵, 冯琴, 胡家镜(), 郭凌   

  1. 四川农业大学旅游学院,都江堰 611830
  • 收稿日期:2019-08-30 修回日期:2020-05-07 出版日期:2020-05-25 发布日期:2020-07-25
  • 通讯作者: 胡家镜
  • 作者简介:曹兴平,女,四川宜宾人,博士,讲师,主要从事旅游市场营销、旅游目的地管理研究。E-mail: cxp@sicau.edu.cn
  • 基金资助:
    国家社会科学基金项目(19BSH154);四川省教育厅项目(15SB0002);国家大学生创新性实验计划项目(201810626028)

Destination imagery of ancient villages in southern Anhui Province based on tourists’photos: A case from Hongcun Village

CAO Xingping, HE Han, FENG Qin, HU Jiajing(), GUO Ling   

  1. School of Tourism, Sichuan Agricultural University, Dujiangyan 611830, China
  • Received:2019-08-30 Revised:2020-05-07 Online:2020-05-25 Published:2020-07-25
  • Contact: Jiajing HU

摘要:

旅游目的地意象是目的地形象形成的前提,也是游客旅游决策的前置变量。成熟的游客将会投入更多资源参与决策过程,也更依赖目的地意象而非目的地形象作出旅游决策。本文以安徽宏村为案例地,以发表在旅游社交网站中的游客照片为研究样本,采用NVivo11软件进行内容编码,并用UCINET6社会网络分析软件对编码后的节点数据进行了共现网络的量化分析,从景观元素及元素组合两个层面解读游客对宏村的意象感知。结果表明,自然风光和建筑构成了游客凝视下宏村的主体意象元素。由徽派特色民居和古村落水景等元素构成的“水墨宏村”意象游客关注度最高。空间上,各种景观元素有机组合,人文建筑与自然风光交相辉映,田园景观与古村群落相互映衬,当地独特的文化元素和古村落乡村生活画卷相得益彰。本文还基于游客照片分析的目的地意象研究个案,解读了游客凝视焦点和核心诉求,总结了皖南古村落旅游开发及营销中存在的具体问题。研究结论有助于古村落目的地明确自身资源保护和利用方向,优化旅游产品开发和供给,精准打造古村落IP并进行市场营销。

关键词: 游客照片, 目的地意象, 古村落, 内容分析, 共现网络分析, 宏村

Abstract:

Destination imagery (DY) is the premise of the formation of destination image (DI) and a determinant of tourists’ decision making. Mature tourists will invest more resources to participate in the decision-making process, and they rely more on DY than DI to make decisions. In this article, based on a case study of Hongcun Village in Anhui Province, the tourists’ photos published on the tourism social media website were analyzed. First, content coding was finished in NVivo11, then UCINET6 was used for co-occurrence network analysis of the encoded node data. Finally, the DY perception of tourists of Hongcun was interpreted from two aspects of landscape elements and element combination. The results show that, natural scenery and architecture constitute the main DY elements of Hongcun under the gaze of tourists. Tourists paid the highest attention to the image of “ink Hongcun,” which composed of the elements such as Huizhou style folk houses and ancient village waterscape. From a spatial perspective, various landscape elements were organically combined, cultural buildings and natural scenery were equally reflected, rural landscape and ancient village community were both present, and local unique cultural elements and ancient village life picture complemented each other. Based on the case study of destination imagery analyzed using tourists’ photos, this study interpreted the focus of tourists’ gaze and core demands, and summarized the specific problems existing in the development and marketing of ancient village tourism in southern Anhui. The conclusions could help ancient village destinations to define their own resource protection and utilization direction, optimize the development and supply of tourism products, accurately build ancient village identity, and carry out marketing strategies.

Key words: tourist photos, desitination imagery (DY), ancient villages, content analysis, co-occurrence network analysis, Hongcun Village