A Study on the Dynamic Evolution Characteristics of Tourist Destination Images Based on Network Text: A Case Study of Emeishan City

doi:10.12054/lydk.bisu.288

Abstract

Abstract:

Destinations generally face the important practical task of image construction and image renewal in their transformation and development, but the academic community lacks in-depth knowledge of the dynamic evolution law of their image dynamic evolution. In this context, this study takes Emeishan City as an example, based on web texts from 2011 to 2021, by diachronic dynamic analysis and multi-dimensional comparative analysis are made on the lexical expression and internal structure of the projected and perceived images, the dynamic evolution characteristics of tourist destination images are deeply discussed. This study found that: the differences in the ‘projected-perceived’ image of tourist destinations objectively exist, but converge over time; the core image of tourist destinations is highly stable, while the peripheral image is unstable; and the dynamic evolution of the image of tourist destinations is driven by a complex bidirectional role of official government and tourists. This study extends and deepens research on the dynamic evolution of the image of tourist destinations, and can provide methodological guidance for the construction and renewal of the image of tourist destinations.

Key words: tourist destinations, projected image, perceived image, dynamic evolution characteristics, Emeishan City

摘要：

旅游目的地普遍面临形象构建与形象更新的重要任务，但学界对旅游目的地形象动态演化规律还缺乏深入认知。本研究以峨眉山市为例，基于2011年至2021年的网络文本资料，对其投射形象和感知形象的词汇表达和内在结构进行历时动态分析和多维对比分析，深入探究旅游目的地形象的动态演化特征。研究发现：旅游目的地“投射—感知”形象差异客观存在，但二者随时间的推移呈现出趋同的态势；旅游目的地的核心形象具有高稳定性，而边缘形象则具有不稳定性；旅游目的地形象的动态演化由官方与游客之间复杂的双向作用所驱动。本研究拓展并深化了旅游目的地形象动态演化的相关研究，能为旅游目的地形象构建与形象更新提供方法指导。

关键词: 旅游目的地, 投射形象, 感知形象, 动态演化特征, 峨眉山市

CLC Number:

ZHANG Yufeng, DUAN Haocen, LYU Xingyang. A Study on the Dynamic Evolution Characteristics of Tourist Destination Images Based on Network Text: A Case Study of Emeishan City[J]. Tourism and Hospitality Prospects, 2025, 9(2): 35-59.

张毓峰, 段昊岑, 吕兴洋. 基于网络文本的旅游目的地形象动态演化特征研究——以峨眉山市为例[J]. 旅游导刊, 2025, 9(2): 35-59.

Figures/Tables 5

References 68

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2011年（Year 2011）
排序 Rank	感知形象 Perceived image	频率 Frequency	投射形象 Projected image	频率 Frequency	排序 Rank	感知形象 Perceived image	频率 Frequency	投射形象 Projected image	频率 Frequency
1	峨眉山	9.77%	峨眉山	18.43%	6	观光	3.04%	酒店	2.53%
2	金顶	6.28%	度假	7.04%	7	日出	2.66%	温泉	2.37%
3	雷洞坪	4.44%	景区	5.22%	8	车站	2.60%	文化	2.29%
4	登山	4.33%	项目	3.80%	9	报国寺	2.49%	观光	2.14%
5	猴子	3.57%	休闲	3.72%	10	清音阁	2.22%	文旅	1.90%
2016年（Year 2016）
排序 Rank	感知形象 Perceived image	频率 Frequency	投射形象 Projected image	频率 Frequency	排序 Rank	感知形象 Perceived image	频率 Frequency	投射形象 Projected image	频率 Frequency
1	峨眉山	12.04%	峨眉山	17.21%	6	猴子	3.44%	城市	1.98%
2	金顶	5.17%	景区	5.67%	7	雷洞坪	3.17%	活动	1.88%
3	酒店	4.58%	度假	4.62%	8	缆车	2.81%	规划	1.64%
4	登山	3.83%	项目	4.00%	9	日出	2.28%	市民	1.64%
5	观光	3.72%	文化	3.12%	10	温泉	2.08%	休闲	1.52%
2021年（Year 2021）
排序 Rank	感知形象 Perceived image	频率 Frequency	投射形象 Projected image	频率 Frequency	排序 Rank	感知形象 Perceived image	频率Frequency	投射形象Projected image	频率 Frequency
1	峨眉山	11.16%	峨眉山	15.93%	6	登山	3.07%	体验	2.18%
2	金顶	5.83%	景区	6.89%	7	酒店	3.03%	活动	1.94%
3	雷洞坪	3.60%	服务	3.19%	8	景区	2.81%	金顶	1.91%
4	缆车	3.48%	文化	2.56%	9	美丽	2.47%	乡村	1.77%
5	观光	3.36%	文旅	2.36%	10	猴子	2.03%	特色	1.59%

2011年（Year 2011）
排序 Rank	感知形象 Perceived image	频率 Frequency	投射形象 Projected image	频率 Frequency	排序 Rank	感知形象 Perceived image	频率 Frequency	投射形象 Projected image	频率 Frequency
1	峨眉山	9.77%	峨眉山	18.43%	6	观光	3.04%	酒店	2.53%
2	金顶	6.28%	度假	7.04%	7	日出	2.66%	温泉	2.37%
3	雷洞坪	4.44%	景区	5.22%	8	车站	2.60%	文化	2.29%
4	登山	4.33%	项目	3.80%	9	报国寺	2.49%	观光	2.14%
5	猴子	3.57%	休闲	3.72%	10	清音阁	2.22%	文旅	1.90%
2016年（Year 2016）
排序 Rank	感知形象 Perceived image	频率 Frequency	投射形象 Projected image	频率 Frequency	排序 Rank	感知形象 Perceived image	频率 Frequency	投射形象 Projected image	频率 Frequency
1	峨眉山	12.04%	峨眉山	17.21%	6	猴子	3.44%	城市	1.98%
2	金顶	5.17%	景区	5.67%	7	雷洞坪	3.17%	活动	1.88%
3	酒店	4.58%	度假	4.62%	8	缆车	2.81%	规划	1.64%
4	登山	3.83%	项目	4.00%	9	日出	2.28%	市民	1.64%
5	观光	3.72%	文化	3.12%	10	温泉	2.08%	休闲	1.52%
2021年（Year 2021）
排序 Rank	感知形象 Perceived image	频率 Frequency	投射形象 Projected image	频率 Frequency	排序 Rank	感知形象 Perceived image	频率Frequency	投射形象Projected image	频率 Frequency
1	峨眉山	11.16%	峨眉山	15.93%	6	登山	3.07%	体验	2.18%
2	金顶	5.83%	景区	6.89%	7	酒店	3.03%	活动	1.94%
3	雷洞坪	3.60%	服务	3.19%	8	景区	2.81%	金顶	1.91%
4	缆车	3.48%	文化	2.56%	9	美丽	2.47%	乡村	1.77%
5	观光	3.36%	文旅	2.36%	10	猴子	2.03%	特色	1.59%

指标 Index	2011年（Year 2011）		2016年（Year 2016）		2021年（Year 2021）
指标 Index	感知 Perceived	投射 Projected	感知 Perceived	投射 Projected	感知 Perceived	投射 Projected
重合度 Contact ratio	0.18	0.18	0.26	0.26	0.42	0.42
多样性 Richness	4.09	3.86	4.09	3.99	4.14	4.07
均匀度 Evenness	0.89	0.84	0.89	0.87	0.90	0.88
优势度 Dominance	0.51	0.75	0.51	0.62	0.48	0.54

指标 Index	2011年（Year 2011）		2016年（Year 2016）		2021年（Year 2021）
指标 Index	感知 Perceived	投射 Projected	感知 Perceived	投射 Projected	感知 Perceived	投射 Projected
重合度 Contact ratio	0.18	0.18	0.26	0.26	0.42	0.42
多样性 Richness	4.09	3.86	4.09	3.99	4.14	4.07
均匀度 Evenness	0.89	0.84	0.89	0.87	0.90	0.88
优势度 Dominance	0.51	0.75	0.51	0.62	0.48	0.54

核心类目 Core category	细分元素 Subdivide element	示例 Example	2011年（Year 2011）		2016年（Year 2016）		2021年（Year 2021）
核心类目 Core category	细分元素 Subdivide element	示例 Example	感知 Perceived	投射 Projected	感知 Perceived	投射 Projected	感知 Perceived	投射 Projected
旅游资源 Tourist resources	自然风光	日出、云海等	15.77%	1.90%	16.16%	2.76%	9.04%	4.63%
	人文产品	金顶、报国寺等	24.71%	18.20%	19.31%	23.45%	26.11%	24.48%
	历史文化	文化、佛教等	1.42%	7.91%	1.78%	8.62%	2.35%	8.20%
旅游活动 Tourism activities	观光游览	观光、拍照等	10.38%	2.45%	8.75%	0.79%	8.23%	1.10%
旅游活动 Tourism activities	休闲体验	度假、滑雪等	0.63%	15.51%	5.52%	12.02%	6.10%	8.43%
设施服务 Facility services	交通	车站、缆车等	7.19%	3.09%	6.02%	1.29%	7.96%	2.94%
	食宿	酒店、民宿等	6.66%	3.64%	9.14%	1.59%	7.85%	1.83%
	管理保障	服务、门票等	0.82%	8.94%	1.28%	13.33%	1.72%	10.64%
旅游环境 Tourism environment	自然环境	气温、海拔等	3.00%	1.42%	2.49%	2.81%	1.76%	3.37%
	社会环境	家人、朋友等	4.19%	1.74%	2.21%	1.64%	2.68%	3.54%
	地理区位	峨眉山、山上等	17.51%	23.73%	18.56%	23.68%	16.94%	20.25%
综合评价 Evaluation	感知评价	美丽、安全等	7.72%	11.47%	9.05%	8.02%	9.26%	10.60%