乡村目的地数字形象维度建构与量表开发

Abstract

Abstract: Exploring and measuring the dimensions of the destination image is a key issue in the destination image, but the destination in the digital era is facing a new production process of "digital image". Especially for rural destinations, the development of digital images has become a new challenge in promoting rural revitalization through rural tourism. Based on this, this paper took Wuyuan rural destination in Shangrao, Jiangxi Province as the research object, based on in-depth interviews and multi-stage questionnaires, combined with grounded theory qualitative exploration, exploratory and confirmatory quantitative analysis, and used Maxqda 12 and SPSS 23.0 and other analysis software to propose "destination digital image", construct the terrain image latitude of rural digital destination, develop measurement scales, and test its effect on tourists' willingness to recommend. Research has found that there are 4 dimensions for measuring the digital image of rural destinations, including 12 items: digital personality image (personality, story image, logo image), digital atmosphere image (entertainment atmosphere, emotional atmosphere, landscape atmosphere, cultural atmosphere), digital symbolic image (text symbols, visual symbols, auditory symbols), and digital emotional image (emotional link, emotional sincerity). Each dimension has varying degrees of impact on potential tourists' willingness to recommend. This article provides an effective measurement tool for subsequent research on Digital destination image, and provides a new perspective for the development of rural destinations in the digital era.

Key words: rural tourism, destination image, destination digital image, dimensions construction, scale development

CLC Number:

F592.7

SUN Jiaojiao, CAO Xiao. Dimension Construction and Scale Development of Digital Destination Image（DDL） in Rural Areas[J].TOURISM SCIENCE, 2024, 38(9): 98-111.

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Dimension Construction and Scale Development of Digital Destination Image（DDL） in Rural Areas

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