遗产旅游价值游客感知及其提升策略基于网络信息的内容分析.docxVIP

IIII遗产旅游价值游客感知及其提升策略 ——基于网络信息的内容分析 II II 刘娟方世敏宁志丹 安徽师范大学国土资源与旅游学院湘潭大学商学院 摘要： 遗产旅游是遗产价值实现的重要途径乞一，遗产通过旅游活动阐释其意义与价 值并被旅游者感知、传承和传播，则是遗产旅游的价值实现过程。该文选取泰山、 黄山、丽江古城、平遥古城、九寨沟风景名胜区和武陵源风景名胜区6个遗产旅 游地为研究样木，以网络点评数据为数据源，釆用内容分析法分析游客对遗产 旅游的价值感知情况，并探讨遗产旅游的价值实现情况。数据分析显示，遗产旅 游的价值没有得到很好的实现，表现在:遗产旅游吸引市场不广泛且易受环境影 响;游客对遗产旅游的整体感知态度较好，但遗产旅游者的旅游动机并非直接来 源于旅游地的遗产属性;游客对遗产价值属性特别是对于深层次的历史、文化和 精神内涵的价值感知较少。据此将遗产旅游者划分为价值漠视者、价值认知者、 价值认同者和价值传递者4个层次，并从遗产旅游者角度提出了遗产旅游价值 提升的方法和策略。 关键词： 遗产旅游价值;游客感知;网络信息;内容分析; 作者简介：刘娟（1991-），女，博士研究生，研究方向为旅游与文化地理。 作者简介：方世敏，E-mail:fangshimin555@126. com 收稿日期:2016-12-11 基金：湖南省社科基金项冃“环长株潭城市群新型城镇化对旅游业发展奖励机制 与对策研究” （15YBA341） Tourists Perceived Value about Heritage Tourism and Its Promotion Stra/tegy:Based on Content Analysis of Network Information LIU Juan FANG Shi—min NING Zhi—dan College of Territorial Resources and Tourism, Anhui Normal University; Business School, Xiongtan University; Abstract： Her it age tourism is an i mpor tant way to real i ze the value of her it age. The process of value realization of heritage tourism is that through tourism activities, the meaning and value of heritage are interpreted and then perceived, inherited and spread by tourists. Based on the theory of axiology and the theory of value realization, this paper selected Mount Tai, Mount Huang, the ancient ci ly of Li jiang, the ancient city of Pingyao, Jiuzhaigou Valley and Wulingyuan Seenic Spot as the research samples, chose network comment data as the data sources and analyzed the tourists perception of the value of heritage tourism with the method of content analysis to indicate the realization of the value of heritage tourism. Research showed that the value of heri tage tourism did not real ize well in the following aspects- Firs tly，her it eige to urism did not widely attract the market and was vulnerable to environmental impact. Secondly, though tourists had a good overall perception dttitude to heritage tourism, the motives of heritage tourist were not directly from tourism destination of