Liu Songying, Guo Quanen
Department of Tourism Management, School of Tourism, Nanchang University, Nanchang, Jiangxi, China.
PLoS One. 2023 Jun 23;18(6):e0287530. doi: 10.1371/journal.pone.0287530. eCollection 2023.
This study analyzes image perceptions of ice and snow tourism destinations in China. Using network text analysis on data from several online travel platforms such as Ctrip, Qunar, and Meituan, it further investigated how the Winter Olympics impacts destination image. Results reveal the following 1) The development patterns of ice and snow attractions in northern and southern China are different. 2) Ice and snow tourism destination imagination in China is generally positive. 3) The 2022 Winter Olympics has no significant influence on the image perception of ice and snow tourism destinations. The Winter Olympics increases tourists' interest in ice and snow tourism, but the lagging development of service and management levels in scenic spots cannot match the sudden increase in visitors. This study provides a reference for researchers to recognize the image of China's ice and snow tourism destinations and suggests ways for policymakers to promote such tourism attractions.
本研究分析了中国冰雪旅游目的地的形象认知。通过对携程、去哪儿、美团等多个在线旅游平台的数据进行网络文本分析，进一步探究了冬奥会对目的地形象的影响。结果显示如下：1）中国北方和南方冰雪景点的发展模式不同。2）中国冰雪旅游目的地的想象总体上是积极的。3）2022年冬奥会对冰雪旅游目的地的形象认知没有显著影响。冬奥会增加了游客对冰雪旅游的兴趣，但景区服务和管理水平的滞后发展无法与游客的突然增加相匹配。本研究为研究人员认识中国冰雪旅游目的地的形象提供了参考，并为政策制定者推广此类旅游景点提供了建议。
