基于UGC数据与IPA模型的海岛旅游形象感知研究——以广东省南澳岛为例

Study on Island Tourism Image Perception Based on UGC Data and IPA Model—Taking Nan’ao Island, Guangdong Province as an Example

摘要: 近几年，我国对于旅游目的地形象方面研究取得较大成果，但对于海岛旅游形象感知的研究不足。本研究以广东省南澳岛为例，对旅游者近五年的有效UGC数据展开内容分析，并利用IPA模式从感知形象、情感形象和总体形象等三个方面展开形象认知研究。通过IPA模型分析，可知南澳岛自然景观和体验活动的旅游感知重要性和表现性均较高。游客对于自然环境、旅游活动持积极肯定的评价，对于环境卫生和公共基础设施配置持消极评价。本次研究针对南澳岛存在的问题及消极情绪评价，提出了四项建议：① 加强旅游产品文化内涵的挖掘；② 完善旅游管理服务体系；③ 提高南澳岛的形象定位，打造知名海岛旅游目的地；④ 优化整合资源，构建南澳岛全域旅游体系，以期提高游客体验，实现更好的经济效益。

Abstract: In recent years, great achievements have been made in the study of tourism destination image in China, but the study of island tourism image perception is insufficient Taking Nan’ao Island of Guangdong Province as an example, this paper studies the effective UGC data of tourists in recent five years, and uses IPA model to study the image perception from cognitive image, emotional image and overall image. Through IPA model analysis, it can be seen that the tourism perception importance and performance of natural landscape and experience activities in Nan’ao Island are high. Tourists have positive evaluation on natural environment and tourism activities, and negative evaluation on environmental health and public infrastructure configuration. According to the existing problems and negative emotion evaluation of Nan’ao Island, this study puts forward four suggestions: ① Strengthen the exploration of cultural connotation of tourism products; ② Improve the tourism management service system; ③ Improve the image positioning of Nan’ao Island and build a well-known island tourist destination; ④ Optimize and integrate resources to build a regional tourism system of Nan’ao Island, in order to improve tourist experience and achieve better economic benefits.