根据不同情绪属性的游客对于目的地品牌情感评价的差异，来寻求目的地品牌管理中的不足，有助于完善目的地品牌管理方案。本文首先构建了目的地品牌与旅游者情感关系的分析框架和目的地品牌评价指标体系。其次，以互联网旅游日记为数据来源，运用内容分析法对大连旅游品牌进行了情感评价。结果表明：游客对于大连的旅游资源、基础设施、接待服务和社会环境均以正面情感评价为主，但对基础设施和接待服务的负面情感评价也较为显著；从情绪形容词的总体统计来看，大多数游客都表达出“放松的、愉快的”等积极情绪，并提出了明确的重游意愿。基于上述分析结果，提出今后大连旅游目的地品牌的提升可以围绕旅游产品开发、形象定位、基础设施、信息反馈机制等方面展开。
Abstract
A destination brand can be recognized by the tourists, with the brand behind the destination itself has the personality and the destination in order to emotional level with people to communicate, the exchange of effort inseparable from the effort. Emotion is the destination brand in the feelings and emotions on the impact of tourists and touch, is the destination brand and tourists to establish intimate private dialogue effective way. In today's competitive market, tourism products and services are not enough to attract new markets, or even enough to maintain the existing market. Internet environment, the emotional impact of tourists on the destination brand is more significant. In the Internet environment, the changes of the tourists' feelings will form positive or negative impact on the destination brand. In order to construct a strong tourist destination brand, it is necessary to evaluate the destination brand based on the tourists' feelings to find out the gap of the destination brand, take corresponding measures to strengthen the positive feelings held by the target tourists, and correct the negative feelings. According to the different emotional attributes of tourists for the destination brand emotional evaluation of differences, to find the destination brand management deficiencies, help to improve the destination brand management program. This paper first constructs the analysis framework of the relationship between the destination brand and the tourists and the evaluation index system of the destination brand. Secondly, the Internet travel diary as the data source, the use of content analysis of the Dalian tourism brand for emotional evaluation.
关键词
旅游者 /
情感 /
目的地 /
品牌评价 /
大连
Key words
tourists /
emotion /
destination /
brand evaluation /
Dalian
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基金
教育部人文社会科学研究青年基金项目（16YJC630130）；辽宁省社科规划基金项目（L17BGL008）
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