铜官窑古镇旅游度假区形象感知研究

Research on Image Perception of Tourist Resort in Tongguan Kiln Ancient Town

摘要: 旅游目的地形象感知即游客对旅游地的主观认知，旅游目的地形象感知研究对旅游目的地的开发和利用及铜官窑古镇旅游市场开拓具有指导意义。本研究以铜官窑古镇为研究对象，通过Python爬虫程序采集游客在美团OTA平台上对铜官窑古镇的自身体验评价作为数据来源，对铜官窑古镇的形象感知进行研究。古镇游客分布呈地域毗邻性，以长沙本地为最多，出行时间多集中于节假日旅游高峰期。游客对古镇景区核心吸引物体验多为积极感知，对古镇内存在景区票务不满、节假日人群过载、文化资源利用不足、基础设施不完善等问题为消极感知问题，最后针对目前铜官窑古镇所存在的问题，提出相关发展建议,以期对提升铜官窑古镇旅游感知形象有所裨益。

Abstract: Tourism destination image perception is the subjective cognition of tourists on tourism destinations. The research on tourism destination image perception has guiding significance for the development and utilization of tourism destinations and the tourism market development of Tongguan Kiln An-cient Town. This study takes the ancient town of Tongguan Kiln as the research object, collects tourists’ self-experience evaluation of the ancient town of Tongguan Kiln on the Meituan OTA platform through the python crawler program as a data source, and studies the image perception of the ancient town of Tongguan Kiln. The distribution of tourists in ancient towns is geographically contiguous, with Changsha locals being the most, and the travel time is mostly concentrated during the peak tourist season during holidays. Tourists’ experience of the core attractions of the ancient town’s scenic spots is mostly positive perception, and the dissatisfaction with the ticketing of scenic spots in the ancient town, overloaded crowds on holidays, underutilization of cultural resources, and imperfect infrastructure are negative perception problems. In order to improve the tourism perception image of Tongguan Kiln Ancient Town, we put forward relevant development suggestions.