海岛旅游目的地形象感知研究——以北海涠洲岛为例

Research on the Perceived Image of Island Tourism Destinations —A Case Study of Weizhou Island, Beihai

摘要: 海岛旅游是我国蓝色经济的重要支柱之一，旅游目的地形象作为目的地营销的核心要素，直接影响游客决策与目的地市场竞争力。传统问卷调研存在样本代表性有限、历时性不足等局限，社交媒体网络文本为旅游形象研究提供了新的数据来源与研究路径。本文以广西北海涠洲岛为案例，基于认知–情感理论模型，整合携程、马蜂窝、去哪儿三大旅游平台1930条有效游客评论与218份有效问卷数据，综合运用内容分析、扎根理论三级编码与ROST CM6.0工具，从认知与情感维度解析游客对涠洲岛的目的地形象感知特征。研究发现，在认知层面，游客对涠洲岛旅游资源感知度最高，且以自然资源为核心，人文资源、旅游购物及管理服务设施关注度较低；两类研究数据在旅游资源维度结论高度一致，旅游活动维度的感知差异与海岛旅游季节性及天气影响密切相关。情感层面，游客整体评价以积极为主，正向感知源于优质自然景观；消极评价占比偏低，集中于物价水平、交通便利性、市场经营秩序与基础设施配套。本研究验证了网络文本与问卷结合的混合研究方法可弥补单一方法的缺陷，提升旅游目的地形象感知研究的全面性与科学性，相关优化建议可为涠洲岛及同类海岛旅游目的地的形象塑造与高质量发展提供参考。

Abstract: Island tourism serves as a vital growth pole of China’s blue economy. As a core component of destination marketing, tourism destination image exerts a direct impact on tourists’ decision-making and the market competitiveness of tourist destinations. Traditional questionnaire surveys are constrained by limited sample representativeness and insufficient diachronic coverage, while online texts from social media have provided new data sources and research approaches for tourism image research. Taking Weizhou Island in Beihai, Guangxi as the research case and based on the cognitive-affective theoretical model, this study integrates 1930 valid tourist reviews published from 2018 to 2022 on three major tourism platforms (Ctrip, Mafengwo and Qunar) with 218 valid questionnaires. By adopting content analysis, grounded theory three-level coding and the ROST CM6.0 tool, this paper explores tourists’ perception characteristics of Weizhou Island’s destination image from both cognitive and affective dimensions. The findings indicate that at the cognitive level, tourists show the highest perception of the island’s tourism resources with natural resources as the core, while cultural resources, tourism shopping and management service facilities receive relatively low attention. The results from online texts and questionnaires are highly consistent in the tourism resource dimension, and the perceptual difference in the tourism activity dimension is closely related to the seasonality of island tourism and weather conditions. At the affective level, tourists’ overall evaluation is predominantly positive. Positive perceptions mainly stem from premium natural landscapes, while negative evaluations account for a low proportion and are concentrated on commodity prices, transportation accessibility, market operation order and supporting infrastructure. This study confirms that the combination of online text analysis and questionnaire survey can compensate for the limitations of single research methods and enhance the comprehensiveness and scientific rigor of tourism destination image perception research. Targeted optimization proposals are put forward accordingly, which can provide references for the image building and high-quality development of Weizhou Island and similar island tourism destinations.