旅游目的地形象认知过程——基于扎根理论的探索性研究

在对旅游目的地形象作为系统整体进行认识的基础上,以网络游记文本为数据来源,采用扎根理论的方法探索旅游目的地形象要素的认知过程,建立旅游目的地形象要素认知过程模型,采用统计方法对旅游目的地形象要素认知过程的维度差异进行研究。结果发现,旅游目的地形象要素的认知过程包括信息获取、认知加工和要素变化等3个过程。其中,信息获取过程是旅游目的地形象要素认知过程的基础环节,包括感官体验、人际互动和信息搜寻等3种获取方式;认知加工过程是形象要素认知过程的核心环节,包括对比和聚类等2种方式;形象要素变化过程是认知过程的最后阶段,包括强化、调整和新建等3种变化方式。旅游目的地形象不同维度的形象要素认知过程中,信息获取方式和变化方式存在维度差异,认知加工方式不存在明显维度差异。

PROCESS OF THE TOURIST DESTINATION IMAGE ELEMENTS: AN EXPLORATORY STUDY BASED ON GROUNDED THEORY

Tourism destination image has an important impact on the choice behavior of tourist, whose connotation and formation mechanism are the focus and difficult issues in the international research of tourism destination image. On the basis of understanding the tourism destination image as a whole system, Image elementsare the basic unit of tourism destination image system, Image elements are the result of tourists' cognition of various attributes and activities of tourism destinations.This research serves online travel text as data source, takes the use of grounded theory to explore the cognitive process of the tourist destination image elements. Quantitative and qualitative research methods were adoptedin this research. Following three steps of the grounded theory:open coding, axial coding, and selective coding, the cognitive process model of the tourist destinationimage elements has been established. Chi-square test methods are used to study the dimension differences of the cognitive process of the tourism destination image elements. The results show that the cognitive process of the tourism destination image elements includes three processes:information acquisition, cognitive processing and factor changing. These three processes are interrelated. The process of information acquisition is the basic part of the cognitive process of the image element of tourism destination, including "multi-sensory experience", "interpersonal interaction" and "information search" three approaches. Cognitive processing is the core link of the cognitive process of image elements, consisting of "clustering" and "contrast" two approaches.