基于旅游凝视理论的武汉市旅游形象研究

Study on the Tourism Image of Wuhan Based on the Theory of Tourism Gaze

摘要: 以旅游凝视理论为基础，采用内容分析法对武汉市的网络游记和调研日志分别进行分析，研究不同主体凝视下武汉市旅游形象的差异。研究发现，武汉市的旅游形象主要包括旅游吸引物、旅游环境与氛围、旅游接待与服务等方面。两种视角各有侧重，游客凝视视角更关注综合体验，积极情绪较高，但对目的地的基础设施、卫生状况感知较弱；调研员视角更侧重“写实”，对景区的基础设施、服务质量、卫生状况感知较强。最后，根据研究结果，从基础设施与服务、景区管理、产业结构等方面对武汉市的管理部分提出建议，以其为武汉市旅游形象的提升做出贡献，同时也为其他大型旅游城市提供借鉴。

Abstract: Based on the theory of tourism gaze, this paper uses content analysis method to analyze the online travel notes and survey logs of Wuhan, and studies the differences of Wuhan tourism image under different subjects’ gaze. It is found that the tourism image of Wuhan mainly includes tourist attractions, tourism environment and atmosphere, tourism reception and service. The tourists’ gaze perspective pays more attention to the comprehensive experience and has a higher positive emotion, but has a weak perception of the infrastructure and health status of the destination; the researcher’s perspective focuses more on “realism” and has a stronger perception of the infrastructure, service quality and health status of the scenic spot. Finally, according to the research results, this paper puts forward suggestions on the management of Wuhan from the aspects of infrastructure and services, scenic area management, industrial structure, etc., so as to contribute to the promotion of Wuhan’s tourism image, and provide reference for other large-scale tourism cities.