学位论文原创性声明及使用授权声明
重庆理工大学
学位论文原创性声明
本人郑重声明：所呈交的学位论文是本人在导师的指导下，独立进行研究所
取得的成果。除文中特别加以标注引用的内容外，本论文不包含任何其他个人或
集体已经发表或撰写的成果、作品。对本文的研究作出重要贡献的集体和个人，
均已在文中以明确方式标明。
本人承担本声明的法律后果。
作者签名：
日期：2022年3月31日
学位论文使用授权声明
本学位论文作者完全了解学校有关保留、使用学位论文的规定，同意学校保
留并向国家有关部门或机构送交论文的复印件和电子版，允许论文被查阅和借阅。
本人授权重庆理工大学可以将本学位论文的全部或部分内容编入有关数据库进行
检索，可以采用影印、缩印或扫描等复制手段保存和汇编本学位论文。
本学位论文属于（请在以下相应方框内打“√”）：
1.保密?，在年解密后适用本授权书。
2.不保密?。
作者签名：
导师签名：
日期：2022年3月31日
日期：2022年3月31日

摘要
摘要
旅游业是合江县的核心战略产业，早在 2011年合江县便开始着重推进旅游业的
发展，实际上从 2016年到 2019年间合江县的旅游收入也保持了 20%以上的增长，但
之后受到新冠疫情影响，旅游业收入下滑影响较为明显。通过进一步分析发现，合江
县缺乏清晰的旅游形象定位，在互联网的知名度也比较低，影响了合江县旅游业的进
一步扩张。
对此，本文以合江县为研究对象，使用以游客体验为中心的“接受性旅游形象”
概念，重新分析感知合江县的旅游形象。本文结合“认知 -情感”系统理论，初步确
定合江县旅游形象，包括个体认知形象和情感反应形象。然后使用网络文本分析法确
定游客对合江县关注度较高的内容，并结合旅游形象框架确定了合江县的旅游形象，
即合江县个体认知形象包含了旅游景点、旅游配套设施、旅游服务 3个维度，而情感
反应形象只有一个维度。通过进一步对合江县的游客进行问卷调查，发现游客们对于
合江县配套设施维度的评价相对较低，主要集中在交通、住宿和娱乐生活上，而对于
合江县的人文景观、门票服务、特色美食评价较高，总体认为合江县的旅游氛围是放
松、愉快的。最后，针对合江县旅游形象的优势与不足，本文提出了提升合江县旅游
形象的建议，主要包括完善交通旅游设施建设；重点开发古镇旅游产品系列；打造鲜
明的“网红古镇”旅游形象品牌；借助互联网开展旅游形象推广；精准选择营销推广，
充分发挥川渝交界的区位优势等。
关键词：旅游形象；网络文本；合江县；认知形象
I

ABSTRACT
ABSTRACT
Tourism is the core strategic industry of Hejiang County. As early as 2011, Hejiang
County began to focus on promoting the development of tourism. In fact, from 2016 to
2019, the tourism revenue of Hejiang County also maintained a growth of more than 20%.
However, due to the impact of the COVID-19, the impact of the decline in tourism revenue
was more obvious. Further analysis of the development of tourism in Hejiang County , we
found that Hejiang County does not have a clear tourism image positioning, and its
popularity on the Internet is relatively low, which affects the further expansion of Hejiang
County's tourism industry.
In this regard, we take the research object of Hejiang County and use the concept of
"receptive tourism image" centered on tourist experience to reanalyze perception the
tourism image of Hejiang County. Based on the "cognitive-emotional" system theory, we
preliminarily determine the tourism image of Hejiang County, including individual
cognitive image and emotional response image. Then use the web text analysis method to
determine the content that tourists pay more attention to Hejiang County, and combine the
tourism image framework to determine the tourism image of Hejiang County. The
individual cognitive image of Hejiang County includes tourist attractions, tourism
supporting facilities, tourism Service has 3 dimensions, while emotional response image
has only one dimension. Combined with the questionnaire of Hejiang County's tourism
image design, a questionnaire survey was conducted among tourists in Hejiang County. It
was found that tourists' evaluation of the dimensions of Hejiang County's supporting
facilities was relatively low, mainly focusing on transportation, accommodation and
entertainment life. The cultural landscape, ticket service, and special food have high
evaluations. Generally speaking, the tourism atmosphere of Hejiang County is relaxed and
pleasant. Finally, in view of the advantages and disadvantages of the tourism image of
Hejiang County, we put forward suggestions for improving the tourism image of Hejiang
County, mainly including improving the construction of transportation and tourism
facilities; Focusing on the development of ancient town tourism product series; Creating a
distinctive "Internet celebrity ancient town" tourism image Brand; Using the Internet to
carry out tourism image promotion; Accurately selecting marketing promotion and giving
full play to the location advantage of the junction of Sichuan and Chongqing.
III
。。。以下略