基于多类数据的世界文化遗产目的地形象研究 ——以马来西亚乔治市为例
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厦门大学马来西亚分校研究基金项目“健康旅游的环境质量、游客感知与行为:基于地缘视角的中国与马来西亚综合研究”(编号:XMUMRF/ 2024-C14/IART/0023);福建省社会科学基金项目“基于数字空间技术的福建省湿地公园视声景观评价与应用研究”(编号:FJ2024C128)


Study on World Cultural Heritage Destination Image Based on Multiple Data: Taking George Town in Malaysia as an Example
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    摘要:

    世界文化遗产旅游产业在新冠疫情后面临诸多挑战,复杂目的地形象下的认知、情感和意动三者关系仍待深入讨论。在此背景下,研究世界文化遗产城市——乔治市的目的地形象,即游客对目的地的感知与评价。从传统的认知、情感和意动维度出发,创新地结合了结构化问卷、社交媒体和地理信息等多类数据,以及文字分析、情感分析、因子分析、回归和中介分析等分析方法。研究结果表明:历史、景观、文化体验和食物是吸引游客的主要认知属性。游客对各景点的情感反馈以积极为主,如“良好”“愉悦”等表达,社交媒体文字分析与问卷调查结果基本相符。同时,认知、情感和意动之间的关联得到实证,其中,情感形象发挥完全中介作用。研究结果对未来中国类似城市的旅游规划及遗产保护起到支持作用。

    Abstract:

    The world cultural heritage tourism industry faces many challenges after the COVID-19 epidemic. The factors’ relationship within cognition, affection, and intention under destination image still needs further discussion. Against this background, the destination image (tourists’ perception of a destination) of George Town, a world cultural heritage city in Malaysia, is studied. The traditional relationship among the three factors was examined from the cognitive, affective, and intentional dimensions, innovatively combined structured questionnaire survey, social media and spatial data, text, sentiment, factor, regression, and mediation analysis. The results showed that the main cognitive elements of history, landscape, cultural experience, and food attracted tourists. Tourists’ effective feedback on scenic spots was mainly positive, such as “good,”, “nice” and other expressions, consistent with the questionnaire results. The relationship between cognition, affection, and intention was empirically demonstrated, with affective image mediating. The research results can support future urban tourism planning and heritage protection in similar cases in China.

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  • 在线发布日期: 2025-01-24
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