乡村振兴视域下乡村文旅型书店的形象感知研究——基于游客在线评论文本的分析

Research on the Image Perception of Rural Cultural and Tourism Bookstore from the Perspective of Rural Revitalization—Based on the Analysis of Tourists’ Online Comments

摘要: 在推进“书香中国”的建设进程中，浙江文旅型书店在全国起步早、数量多、发展较为成功。它们在乡村振兴中发挥着空间生产、文化激活与提振经济的作用，其经营模式为全国文旅书店的发展提供了范本。文旅型书店多建立在原本资源较好、风景秀丽的乡村，因此吸引了众多游客前来拍照打卡，并在互联网上留下前往书店游览的体验与评价，这些文本构成了游客乡村书店形象感知的素材。基于内容分析与扎根理论的方法，选取浙江省四家文旅型书店作为案例地，在携程、去哪儿、途牛、马蜂窝和大众点评收集相关的在线评论数据进行编码，探讨游客对于书店的形象认知与情感态度，将乡村书店游客的负面情绪因素总结为七大核心范畴：产品质量管理、书店功能、书店空间环境、服务管理、道路交通、其他旅游资源及媒介。最后，为文旅书店的形象提升和可持续发展提供新的管理建议。

Abstract: In the process of promoting the construction of “Bookish China”, Zhejiang cultural and tourism bookstores started early, had a large number, and developed successfully nationwide. They play a role in spatial production, cultural activation, and boosting the economy in rural revitalization, and their business model provides a model for the development of cultural and tourism bookstores nationwide. Cultural and tourism bookstores are mostly built in villages with good resources and beautiful scenery, so they attract many tourists to take photos and clock in, and leave experience and evaluation of visiting bookstores on the Internet. These texts constitute the materials for tourists to perceive the image of rural bookstores. Based on content analysis and grounded theory, four cultural and tourism bookstores in Zhejiang province were selected as case studies. Relevant online review data were collected and encoded from Ctrip, Qunar, Tuniu, Mafengwo and Dianping to explore tourists’ perception and emotional attitude towards bookstores. The negative emotional factors of rural bookstore tourists were summarized into seven core categories: product quality management, bookstore functions, bookstore spatial environment, service management, road traffic, other tourism resources and media. Finally, provide new management suggestions for the image enhancement and sustainable development of cultural and tourism bookstores.