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在线旅游平台的“电子口碑”是游客旅行决策的重要参考，对旅游目的地形象建构、营销和管理有着不容忽视的影响。本文选取TripAdvisor网站入境游客的1000条评论自建语料库，使用评价理论中的态度系统进行标注，以探究游客眼中颐和园的形象。研究结果表明，入境游客对颐和园的认知包括“观光休闲目的地”和“历史文化遗迹地”两种形象且整体评论积极，具体呈现为对园内自然风光、园林景观、特色建筑和规模等的正面感知，对游览过程、休闲活动和历史文化意蕴的愉悦感受，以及对导游能力和品质的认可。同时，游客对人流拥挤、景观保护不力、设施安全隐患等问题存在诟病，对观光休闲活动的商业化与历史文化的“纯粹性”有差异化的“需求之困”。本文使用的跨学科视角可以丰富旅游目的地形象的研究框架，研究结果也对世界物质文化遗产的保护与合理利用具有借鉴价值。
Abstract：Electronic word-of-mouth(eWOM) on the travel websites is of important reference to the tourists' decisions, playing a crucial part in image construction, marketing and management of tourism destinations.With a self-built corpus consisting of 1000 inbound tourists' reviews from TripAdvisor, this paper, annotating these reviews according to the attitude system of the appraisal theory, explores the perceived image of the Summer Palace among the tourists. The results show that the Summer Palace is mainly perceived as the "sightseeing and leisure destination" and "historical and cultural site" with the generally positive comments.To put it specifically, positive perceptions focus on the natural scenery, garden landscape and historical architectures and scales, show their pleasant feelings towards the visit, leisure activities and historical and cultural implications, and express their recognition of the capacity of tour guides. In contrast, some reviews, while showing the concerns over the crowded travelers, inadequate protection of heritage and potential danger of facilities, reveal the dilemma of differentiation between commercialization of leisurely sightseeing and the purity of historical culture. With the interdisciplinary perspective, this paper further extends the theoretical framework for research into tourism destination images, and the major findings can offer some reference for the preservation and reasonable exploitation of world cultural and natural heritage.
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基本信息:
DOI：10.15886/j.cnki.hnus.202211.0306
中图分类号:F592.7
引用信息:
[1]江进林,陈梦.入境游客对颐和园的旅游目的地形象感知——基于语料库的研究[J],2023,41(01):162-174.DOI:10.15886/j.cnki.hnus.202211.0306.
基金信息:
北京市社会科学基金项目（15WYC064）;; 对外经济贸易大学中央高校基本科研业务费专项资金（CXTD11-02）