摘 要随着旅游业的发展，各旅游目的地之间的竞争也越来越激烈，如何能吸引更多游客前来旅游，并在他们心中树立良好的旅游形象成为了各旅游目的地的重要任务。互联网成为了游客前往旅游目的地之前获取信息的重要渠道，也成为了旅游结束之后分享信息和体验感受的渠道。本研究选取颐和园作为案例地，通过文献分析法建立理论基础，并选取中外游客对颐和园旅游的网络点评进行内容分析，对比和总结出中外游客对颐和园旅游形象的感知差异。通过国内外不同文化背景群体对颐和园旅游形象的感知差异比较研究，有助于锁定有价值的目标市场进行针对性的服务，推动旅游目的地的科学规划、开发与管理，为提升颐和园国内国际旅游形象提供理论和实践指导。关键词：旅游形象感知；颐和园；中外游客；网络文本分析AbstractWith the development of the tourism industry, competition between tourist destinations is becoming increasingly fierce. How to attract more tourists to travel and establish a good tourism image in their mind has become an important task for each tourist destination. The Internet has become an important channel for tourists to obtain information before travelling to tourist destinations. It has also become a channel for sharing information and experiencing feelings after the end of tourism. Its content also intuitively reflects tourists' perceptions and feelings about the image of tourist destinations.This study selects the Summer Palace as a case, establishes a theoretical basis through literature analysis, and selects Chinese and foreign tourists to analyze the content of the Internet reviews of the Summer Palace tourism, and compares and summarizes the differences between Chinese and foreign tourists' perception of the Summer Palace tourism image. Through a comparative study of the perception differences of the Summer Palace's tourism image by different cultural background groups at home and abroad, it can help target valuable markets to provide targe...
