【作者】 张娟娟；

【导师】 陈实；

【作者基本信息】 西北大学 ， 旅游管理， 2022， 硕士

【摘要】 自2016年文化IP“元年”以来,伴随着新媒体的崛起,文化IP逐渐渗透于各行各业,IP已经成为行业高速发展的动力。近年来,有学者指出我国IP发展已经进入了多业态混合的时代。“IP热”也已经成为旅游业的重要方向,学术界从“文化+影视IP”、“文化+景区IP”以及文化IP形象打造、品牌孵化等方面对其展开研究,但是较少分析文化IP对旅游目的地形象的具体影响。另外,学者以往多用定性的方法讨论文化IP的具体要素,较少甚至几乎没有运用定量方法对具体维度进行实证研究。因此,本文以文化IP的具体要素为研究出发点,基于符号互动理论、认知-情感-意动理论和城市形象传播理论研究文化IP具体维度即符号内容、价值观导向和多元化衍生对旅游目的地形象具体维度即认知形象、情感形象和意动形象之间的影响关系。通过构建结构方程模型,分析各变量之间的关系,验证文化IP对旅游目的地形象的影响路径。首先,本文选取西安市为文化IP的研究案例地,通过预调研和正式调研,运用SPSS22.0和AMOS 22.0对调研数据进行分析。然后,本文通过结构方程模型的拟合以及路径系数检验和中介效应检验证实,结果表明:文化IP对西安旅游目的地形象具有显著的正向影响。其中,符号内容、价值观导向、多元化衍生对认知形象和情感形象产生显著正向影响。认知形象和情感形象继而对意动形象产生显著直接正向影响,同时情感形象在认知形象与意动形象之间起到中介作用。另外,本文也证实了认知形象和情感形象在文化IP各维度与意动形象之间的中介作用和认知形象-情感形象的链式中介作用。研究结果表明,文化IP的符号内容、价值观导向和多元化衍生首先会直接影响到游客或潜在游客对西安旅游目的地形象的认知了解和情感印象,进而影响到人们的意愿行为。最后,基于上述研究结果,本文为西安市政府和西安市各大文旅企业今后在打造西安IP形象方面提出以下建议:一是在IP符号的设计和内容上需要专注培育自身IP,增强情感共鸣;二是赋予IP形象正确的价值观导向,提升IP价值水准;三是延伸IP产业链,提高传播影响力。更多还原

【Abstract】 Since the "first year" of cultural IP in 2016,along with the rise of new media,cultural IP has gradually penetrated into all walks of life,and IP has become the driving force for the rapid development of the industry.In recent years,a group of academics have identified that China’s IP development has entered the era of multi-format mixing."IP fever" has also become an important direction of tourism.Academic world have pursued research on it from the aspects of "culture + FILM IP","culture + scenic IP",cultural IP image building and brand incubation,but less analysis on the specific impact of cultural IP on the image of tourist destinations.In addition,scholars used to use qualitative methods to discuss the specific elements of cultural IP,and few or even almost no empirical research on the specific elements of cultural IP with quantitative methods.Therefore,based on the specific elements of culture IP as a research starting point,based on the symbolic interaction theory,the theory of cognitive and emotional– conation and the urban image communication theory IP specific dimensions namely research culture symbol content,value orientation and dimensions of the diversification of tourism destination image cognitive image,affective image and the influence of the relationship between conation image.Through empirical research,the relationship between variables is analyzed,and a structural equation model is adopted to study the influence path of cultural IP on the image of tourist destinations.First,Xi ’an city is selected as the case study of cultural IP in this paper.Through presurvey and formal survey,SPSS 22.0 and AMOS 22.0 are used to analyze the survey data.Then,through the fitting of structural equation model,this paper path coefficient test and mediation effect test,.The findings suggest that cultural IP has a significant positive impact on the image of Xi ’an tourism destination.Among them,symbolic content,value orientation and diversified derivation have significant positive influence on cognitive image and emotional image.The cognitive image and the affective image have a significant direct positive effect on the ideodynamic image,and the affective image plays a mediating role between the cognitive image and the ideodynamic image.In addition,this paper also confirms the mediating role of cognitive image and emotional image between the dimension of cultural IP and ideographic image,and the chain mediating role of cognitive image and emotional image.The results show that the symbolic content,value orientation and diversified derivative of cultural IP will first directly affect tourists’ or potential tourists’ cognitive understanding and emotional impression of Xi ’an tourist destination image,and then affect people’s willingness and behavior.Finally,on the basis of foregoing findings,this paper puts forward the following suggestions for xi ’an municipal government and major cultural and tourism enterprises in xi ’an to build the image of Xi ’an IP in the future: First,focus on cultivating their own IP in the design and content of IP symbols to enhance emotional resonance;Second,give IP image the correct value orientation,enhance IP value level;Third,extend IP industry chain and improve communication influence.更多还原