工商管理学院知识库

当前旅游市场已进入形象驱动阶段，旅游形象受到学术界的广泛关注，同时，“互联网+”时代的到来，为旅游形象研究提供了详尽的网络数据库，进一步推动了旅游形象的纵深研究。其中，不同文化群体旅游形象感知的比较研究就是热点之一，而在这些研究中，跨国文化群体的研究在各方面都占据主导地位，相较而言，国内地域文化群体的类似研究略显不足。甘肃地处西北内陆，客源市场以国内游客为主，研究国内不同地域文化群体对甘肃的旅游形象感知，对甘肃未来客源市场细分及开拓具有重要的现实意义。近年来，在“一带一路”背景下，甘肃旅游业发展迅猛，国内远距离客源市场的开拓是大势所趋，而北、上、广等地的游客出游力强，必将成为甘肃有力的潜在客源市场。基于此，本文以北京与上海这两大中国典型地域文化群体为研究对象，探讨其对甘肃旅游形象的感知异同，以期对甘肃未来国内远距离客源市场的开拓有所裨益。

本文以网络文本为数据来源，以ROST CM6软件为分析工具，运用网络文本分析法，以来甘的北京与上海群体为研究对象，基于“认知-情感”理论结构模型，从认知、情感和整体形象三方面对比分析了这两大中国典型地域文化群体对甘肃旅游形象的感知异同，得出主要结论如下：（1）北京与上海群体对甘肃旅游形象感知存在差异，即北京群体的感知主要集中在人文景观，而上海群体的感知主要集中在人文景观、自然景观、饮食和生活节奏；（2）北京与上海群体对甘肃旅游的消极情感感知影响因素存在差异，即北京群体的消极情感感知影响因素是旅游旺季住宿紧张、购物欲望缺乏、文娱活动较少，而上海群体的消极情感感知影响因素是住宿缺乏特色、市区交通拥堵、旅游商品种类少且特色不足、娱乐项目存在安全隐患、宰客现象时有发生、部分服务人员服务态度不佳；（3）北京与上海群体对甘肃大多数旅游形象感知不足。根据上述研究结论，本文从细分市场营销、改善不良形象、加大宣传力度三大角度提出了有针对性的甘肃旅游形象营销建议，以期为甘肃吸引并留住北京与上海群体这两大远距离客源市场提供思路。

Now the tourism market has entered the image-driven stage, and the tourism image has received extensive attention from academia. At the same time, the arrival of the "Internet +" era has provided a detailed network database for tourism image research, which has further promoted the in-depth study of tourism image. Among them, the comparative study of tourism image perception of different cultural groups is one of the hotspots. In these studies, the research of transnational cultural groups dominates in all aspects. In comparison, similar studies of domestic regional cultural groups are slightly insufficient. Gansu is located in the inland northwest of China, and its tourist source market is mainly domestic tourists. Researching the perception of tourism image of Gansu by different domestic cultural groups has important practical significance for the segmentation and development of Gansu's future tourist source market. In recent years, under the background of "One Belt and One Road", Gansu's tourism has developed rapidly, and the development of the domestic long-distance tourist source market is the general trend. Tourists from Beijing, Shanghai, Guangzhou and other places have a strong travel force and will surely become a powerful potential tourist source market for Gansu. Based on this, this paper takes Beijing and Shanghai, two typical Chinese regional cultural groups as the research objects, and explores the similarities and differences of their perceptions of Gansu's tourism image, hoping to benefit Gansu's future development of the domestic long-distance tourist source market.

This paper uses network text as the data source, the content mining software ROST CM6 as the analysis tool, and uses the network text analysis method to study the Beijing and Shanghai groups who came to Gansu. Based on the "cognition-emotion" theoretical structure model, this paper compares and analyzes the perceptions of Gansu tourism image between Beijing and Shanghai from the three aspects of cognition, emotion and overall image. The main conclusions are as follows: (1) Beijing and Shanghai groups have different perceptions of Gansu tourism image, that is, the perception of Beijing group is mainly concentrated in the human landscape, while the perception of Shanghai group is mainly concentrated in the human landscape, natural landscape, food and life rhythm; (2) There is a difference between the negative emotion perception factors of Beijing and Shanghai groups on Gansu tourism. That is, the influencing factors of the negative emotion perception of the Beijing group are the tight accommodation during the peak tourist season, lack of shopping desire, and less cultural and recreational activities, while the influencing factors of the negative emotion perception of the Shanghai group are lack of characteristics of accommodation, urban traffic congestion, few types of tourism products and insufficient characteristics, hidden safety hazards in entertainment projects, selling goods at high prices, and poor service attitudes of some service personnel; (3) The Beijing and Shanghai groups have insufficient perception of most tourism images in Gansu. Based on the above research conclusions, this paper proposes targeted Gansu tourism image marketing suggestions from three perspectives: market segmentation, improvement of bad image, and increased publicity, with a view to attracting and retaining the two long-distance tourist source markets of Beijing and Shanghai for Gansu.