《亲爱的客栈2》对目的地形象感知影响的比较研究

指导教师：李宏　教授

作　者：王凤

院（系）：旅游科学学院

专　业：旅游管理

学　号：2015220789

完成时间：2019年5月7日

内容摘要

近年来随着外景真人秀节目的爆发式涌现，取景地成为旅游市场的一股新兴力量，而学界也一直在关注真人秀给旅游活动以及旅游营销带来了哪些影响。旅游形象感知及塑造是旅游目的地营销的首要研究方面，然而现有研究中对于真人秀如何塑造及影响游客对目的地形象的感知的文献并不多，仅有的几篇也是将旅游者作为一个整体，研究影响效果。事实上，真人秀的观众包括该取景地的潜在旅游者和现实旅游者，这两个群体在真人秀的刺激条件下，对于取景地的目的地形象感知是否会有差别，是本文想要解决的问题。因此，本文进一步将游客细分为潜在旅游者和现实旅游者，旨在通过比较研究，得出真人秀在对两组游客的形象感知影响方面有何差异，以期进一步丰富现有理论，并为旅游目的地营销提供建议。

文章基于现有文献及相关成熟量表，采用主成分分析、方差分析等定量方法，以《亲爱的客栈2》为例，对比分析了在同一档电视节目的刺激下，潜在旅游者和现实旅游者对取景地内蒙古阿尔山的认知形象及情感形象差异。

研究得出以下结论：（1）两组受试者的形象感知差异不显著，说明真人秀对其有同等程度的影响作用。（2）阿尔山地区整体形象感知良好，尤其自然资源在旅游市场上占得天然优势。（3）真人秀节目会同时放大旅游地的优势和短板，相关旅游营销工作应注重扬长避短。

关键词：真人秀；潜在旅游者；现实旅游者；目的地形象感知(www.xing528.com)

Abstract

In recent years，with the popularity of reality TV shows，the scene has been welcomed in the tourism market，and the academic community has been concerned about the impact of reality TV on tourism activities and tourism marketing.The perception and shaping of tourism image is the primary research area of tourist destination marketing，however，there is not much research on how reality TV can shape and infl uence visitors perceived image perception in the existing studys，and only a few of them take tourists as a whole to study the infl uence of reality TV.In fact，the reality TV audience includes the potential tourists and real tourists of the scene，these two groups of people in the reality TV stimulation conditions，for the scene of the destination image perception will be different，is the problem to be solved in this paper.

Therefore，this paper further subdivided tourists into potential tourists and real tourists，in order to obtain a comparative study of the impact of reality TV on the image perception of the two groups of tourists，in order to further enrich the existing theory，and to provide advice for tourism marketing.

Based on the existing literature and related mature scales，this paper uses quantitative methods of principal component analysis and variance analysis，taking“Dear Inn 2”as an example，compares and analyzes the cognitive image and emotional image between potential tourists and real tourists on the Aer mountain of Inner Mongolia in the scene under the stimulation of the same TV program.

The conclusions are as follows：

（1）There was no significant difference in image perception between the two groups，which showed that reality TV show had the same degree of infl uence，related tourism marketing work should pay attention to the strengths and weaknesses.

（2）The overall image of the Aershan area is well perceived，especially natural resources occupy a natural advantage in the tourism market.

（3）The reality show will enlarge the advantages and shortcomings of the tourist destination at the same time.Relevant tourism marketing should focus on strengths and weaknesses.

Key Words：reality show；potential tourists；real tourists；destination image