【摘要】 通过网络数据研究旅游目的地形象成为热点,但目前大都停留在游客感知或目的地宣传形象的单向研究上,缺乏对比且传播渠道单一。结合内容与对应分析,从供需2个视角出发研究微博、网站、游记3种不同传播渠道下国内游客感知与官方宣传的南京旅游目的地形象差异。结果表明:(1)网络语境下南京旅游目的地形象可归纳为城市历史文化、城市景观、美食、乡村风光、休闲度假、保障设施、游客体验7个主题,其中城市历史文化主题是双方共同认知。(2)除城市历史文化主题外,两者有很大区别,政府层面试图建立的传播形象与现阶段游客的感知情况不符。(3)对应分析横轴方向的特征词主要反映了南京旅游目的地形象的总体特征,纵轴方向的特征词体现了南京旅游目的地形象的差异性。(4)游客感知形象与官方宣传形象区别较大而官方样本间区别较小,游客感知侧重传统城市景观主题,官方微博侧重宣传乡村风光,官方网站侧重宣传休闲度假,但官方都强调对乡村风光的宣传,只是宣传对象有所区别。在此基础上提出建议。更多还原

【Abstract】 Combining content and corresponding analysis,from the two perspectives of supply and demand,this paper studies the Nanjing tourist destination images’ difference between official destination publicity image and tourists’ perception image through Weibo,website and tourist notes the three different transmission channels. The results show that:( 1) The image of Nanjing tourism destination can be summarized as 7 themes,they are the history and culture of city,urban landscape,delicacy,rural scenery,leisure resort,security facilities and tourists’ experience,and the theme of the history and culture of city is the common cognition of the tourists’ and officials’;( 2) Apart from the theme of the history and culture of city,there is a big difference between tourists’ perception image and official publicity image,official publicity image does not accord with the tourists’ perception image at this stage;( 3) The horizontal axis’ characteristic words mainly reflect the general characteristics of Nanjing tourism destination image,the vertical axis’ characteristic words mainly reflect its difference;( 4) The difference between tourists’ perception image and official publicity image is obvious,but between the two official samples is not,tourists’ perception focus on the traditional urban landscape theme,official weibo focus on promoting rural scenery,the official website focus on promoting leisure resort,but the official Weibo and Website both emphasize the publicity of rural scenery,their difference is the object of publicity. Relevent suggestions are put forward on the basis of the conclusion,which provides a new research perspective and thinking on the study of tourism destination image.更多还原