【摘要】 滑雪旅游地官方投射形象与游客感知形象之间存在密切联系，比较二者之间的差异，有利于旅游地了解游客真实需求，实施精准营销。运用文献资料法和文本分析法，借助构建“旅游地投射-感知生成过程”模型，对亚布力滑雪旅游度假区的投射形象与感知形象进行研究。得出在认知形象方面，投射形象和感知形象高频词相对集中，但对于不同维度，二者既有一致之处，也存在明显差异；在情感形象方面，官方表达以中性情感为主，游客表达以积极情感和消极情感为主；在整体形象方面，官方投射和游客感知都对滑雪场和滑雪行为高度关注，但存在内容上的差别。建议亚布力滑雪旅游度假区对投射高、感知高的要素，应强化基础设施，加强优势宣传；对投射高、感知低的要素，应增强建设管理，紧跟市场需求；对投射低、感知高的要素，应加大投射力度，提升口碑流量；对投射低、感知低的要素，应丰富旅游产品，引入科技创新。更多还原

【Abstract】 There is a close connection between the officially projected image of skiing tourist destinations and the perceived image of tourists. Comparing the differences between them is conducive to helping tourist destinations understand the real needs of tourists and implement precise marketing. By using the methods of literature review and text analysis, and with the help of constructing the “projected-perceived generation process of tourist destinations” model, this paper conducts a study on the projected and perceived images of Yabuli Skiing Tourism Resort. The results show that in terms of the cognitive image, the high-frequency words of projected image and perceived image are relatively concentrated. However, for different dimensions, there are both consistencies and obvious differences between them. In terms of the emotional image, the official expression is mainly neutral, while the tourists’ expressions are mainly positive and negative. In terms of the overall image, both the official projection and the tourists’ perception pay high attention to ski resorts and skiing activities, but there are differences in content. It is recommended that the Yabuli Skiing Tourism Resort should strengthen infrastructure and enhance the publicity of its advantages for elements with high projection and high perception; for elements with high projection and low perception, it should strengthen construction management and keep up with market demands; for elements with low projection and high perception, it should increase the projection intensity and improve word-of-mouth and traffic; for elements with low projection and low perception, it should enrich tourism products and introduce scientific and technological innovation.更多还原