商务传媒学院知识库

      随着全媒体时代的到来，传统的旅游景区宣传方式已经无法满足人们的需 求。但是“全媒体 + ”给旅游景区形象传播创造了无限可能性，同时也为景区 传播开辟了新渠道。本文以全媒体视阈下旅游景区形象的建构与传播为主线，以 甘肃省陇南市为例进行实证研究。采用网络文本分析和实地考察对陇南市旅游景 区形象的建构、传播和影响进行研究。
      首先，本文梳理了国内外旅游景区形象的相关文献，通过文献分析归纳总结 了对旅游景区形象构建和传播的理论框架，阐述了全媒体视角下的旅游景区宣传 方式。应用定性分析方法，统计评估景区形象维度，对比景区与景区之间旅游体 验差距与质量之间的关系。利用“后羿”爬虫软件广泛收集网络平台上关于陇南 市旅游景区形象的游客评论，采用质性分析方法，从文本中提炼景区的形象维度， 作为实证研究中陇南旅游景区形象维度的构建依据。其次利用软件提取高频词进 行选择性编码，建立有效的旅游景区形象评价分析指标，通过内容分析法和实地 调研法从以景区为主的传播主体与方式入手展开研究对比游客的认知形象进行 饱和度理论检验。归纳梳理网络文本对比结果，分析了陇南市旅游景区形象的构 成因素，传播途径和景区形象在传播过程中出现的问题，而景区形象是影响游客 出游陇南的关键因素之一，其中环境、文化资源和服务质量是陇南市旅游景区形 象建构和塑造的主要因素。新媒体、传统媒体和文旅局是陇南市旅游景区形象的 主要传播途径。形象认知、形象信任和形象忠诚对于旅游者吸引力、满意度和旅 游者选择意愿具有较大的影响力，而数字化与智能化成为陇南市旅游景区形象的 重要内容。
       最后结合实际情况提出了对陇南市旅游景区形象和传播的建议，从传播主体 上构建三元化生产格局、传播渠道上精准把握用户需求,打造多类型平台互动、 传播内容中深度挖掘景区内核,创设多形态景区衍生产品并为其设计了 IP 形象， 借助社交媒体等平台进行全媒体传播，通过结合前期的调研和研究成果，展望了 全媒体时代下旅游景区宣传行为的发展方向，为陇南市旅游景区的形象构建和传 播提出良好的参考建议。

        With the advent of the all-media era, the traditional tourist attractions have been unable to meet the needs of people. However, "all media +" has created unlimited possibilities for the image communication of tourist attractions, and it has also opened up new channels for the communication of scenic spots.In this paper, the construction and dissemination of tourist attractions image under the all-media vision as the main line, taking Longnan City of Gansu Province as an example to conduct empirical research. The construction,dissemination and influence of the image of tourist attractions in Longnan City are studied by using network text analysis and field investigation.

         First of all, this paper combs the domestic and foreign tourism image of the relevant literature,through the literature analysis summarized on the construction and dissemination of the image of the tourist attractions theoretical framework, elaborated on the perspective of all media tourism attractions publicity. The qualitative analysis method was used to statistically evaluate the dimensions of scenic spot image, and to compare the relationship between tourism experience gap and quality among scenic spots. Using "Hou Yi" crawler software to widely collect tourist comments on the image of Longnan scenic spot on the network platform,using qualitative analysis method to extract the image dimension of scenic spot from the text, as the basis of empirical research on theimage dimension of Longnan scenic spot. Secondly, using the softwares to extract high-frequency words for selective coding, to establish an effective index of tourism image assessment and analysis, through content analysis and field research from the main dissemination of the main scenic area and the way to start to compare tourists cognitive image of the degree of saturation theoretical examination. This paper concludes and combs the comparison results of network texts, analyzes the composing factors of Longnan tourism scenic spot image, The route of transmission and the image of scenic spot in the course of transmission, and the image of scenic spot is one of the key elements that affect the tourists to travel in Longnan. The new media, the traditional media and the Bureau of Culture and Tourism are the main route of transmission of the image of Longnan tourist attractions. Image cognition, image trust and image loyalty have a great influence on tourists' attraction, satisfaction and tourists' choice, and digitalization and intelligentization have become the important contents of tourist attractions' image in Longnan city.

        Finally, combined with the actual situation of Longnan City, the image of the tourist attractions and the spread of the proposal, Build a ternary production pattern from the main body of communication, accurately grasp the needs of users in the communication channels, create multiple types of platform interaction, deeply explore the core of scenicspots in the communication content, create multi-form scenic derivative products and design IP images for them. With the help of social media and other platforms for all-media communication,through the combination of previous research and research results, this paper looks forward to the development direction of tourist attractions publicity behavior in the all-media era,and puts forward good reference suggestions for the image construction and dissemination of tourist attractions in Longnan city.