基于Q方法的旅游目的地形象偏好结构
|
摘要
采用Q方法,通过收集并分析受访者对不同类型旅游目的地形象的偏好排序,发现其形象间存在兼容性和不相容性,且存在5种典型旅游目的地形象偏好结构,分别是:自然生态旅游偏好型、城市旅游偏好型、自然文化旅游偏好型、漫游体验旅游偏好型和探索冒险旅游偏好型。相似性分析表明:5种偏好类型均不喜欢厚重的文化体验,而偏爱轻松及互动式的文化体验。5种旅游目的地形象偏好结构对应特征明显、区分度高,对于旅游营销及旅游线路的设计具有较高的参考性价值。
There are similarities and differences among different groups in destination image preferences. They can significantly influence the tourism destination marketing. Finding out what kind of tourism destination image people like, and the compatibility in different kinds of destination images makes sense especially to marketers.They can conduct targeted publicity and tourism product development according to the market demand preference, making tourism products more marketable. In addition, the compatibility in destination image preference has a significant meaning in the design of tourism routes. Students and working adults constitute an important part of the tourism market. Thus, it is of great significance to study the preference of these young groups. Knowing and producing what they prefer would be a great incentive to turn potential tourists into actual tourists. The present study uses the Q technique to verify the structure and compatibility of tourism destination image preferences, in order to provide suggestions for the design of tourism destination images and tourism routes. Q skill is a type of research method that can extract and describe subjective points of view. The method is a system with rigorous quantitative and quantitative analysis. It holds the view that subjective point of view possesses a certain structure. Thus, the Q-method can be used to conduct a qualitative and quantitative research on tourism destination image, which can help to break through the bottleneck of destination image research. Taking the students and the working group as the main research participants, the paper classified this young-group's preferences of tourist destination image based on the Q-method. The P sample of this article included undergraduates, graduates, and working people, so it had a certain universality. A total of 106 questionnaires were distributed, but the effective sample amount was 82. The study results showed that there are five kinds of typical tourist destination image preference structures, and there exists incompatibility between the different kinds of tourism destination images. The five kinds of preference structures were named Natural Ecotourism, City Tourism, Natural and Cultural Tourism, Wandering Tourism, and Adventure Tourism. The classification could explained 55% of the variance. The characteristics of these preference structures are as follows: 1) The Natural Ecotourism people prefer natural resources but didn't like culture resources and challenging tourism activities; 2)the City Tourism people turned out to be quite different than the first one, they prefer tourism activities in modern cities and other activities related to nature; 3) the Natural and Cultural Tourism people, female dominated, liked both cultural and natural tourism, but didn't like rural tourism, as well as some extreme tourism activities; 4) the Wandering people preferred quiet places to enjoy; 5) while the Adventure Tourism people pursuit refreshing feelings and stimulating activities. Different kinds of preference structures for tourism destination images have different enlightening meanings to tourism marketing practices, which are provided at the end of this paper. In addition, a consensus statements analysis showed that these groups do not like massive cultural experiences.However, relaxing and interactive cultural experiences can improve the appeal of cultural destinations to the youth market. The five types of preference structures have high degree of differentiation, and the corresponding characteristics are significant. The results of the study have high reference value for both travel destination image marketing and tourism circuit design.
There are similarities and differences among different groups in destination image preferences. They can significantly influence the tourism destination marketing. Finding out what kind of tourism destination image people like, and the compatibility in different kinds of destination images makes sense especially to marketers.They can conduct targeted publicity and tourism product development according to the market demand preference, making tourism products more marketable. In addition, the compatibility in destination image preference has a significant meaning in the design of tourism routes. Students and working adults constitute an important part of the tourism market. Thus, it is of great significance to study the preference of these young groups. Knowing and producing what they prefer would be a great incentive to turn potential tourists into actual tourists. The present study uses the Q technique to verify the structure and compatibility of tourism destination image preferences, in order to provide suggestions for the design of tourism destination images and tourism routes. Q skill is a type of research method that can extract and describe subjective points of view. The method is a system with rigorous quantitative and quantitative analysis. It holds the view that subjective point of view possesses a certain structure. Thus, the Q-method can be used to conduct a qualitative and quantitative research on tourism destination image, which can help to break through the bottleneck of destination image research. Taking the students and the working group as the main research participants, the paper classified this young-group's preferences of tourist destination image based on the Q-method. The P sample of this article included undergraduates, graduates, and working people, so it had a certain universality. A total of 106 questionnaires were distributed, but the effective sample amount was 82. The study results showed that there are five kinds of typical tourist destination image preference structures, and there exists incompatibility between the different kinds of tourism destination images. The five kinds of preference structures were named Natural Ecotourism, City Tourism, Natural and Cultural Tourism, Wandering Tourism, and Adventure Tourism. The classification could explained 55% of the variance. The characteristics of these preference structures are as follows: 1) The Natural Ecotourism people prefer natural resources but didn't like culture resources and challenging tourism activities; 2)the City Tourism people turned out to be quite different than the first one, they prefer tourism activities in modern cities and other activities related to nature; 3) the Natural and Cultural Tourism people, female dominated, liked both cultural and natural tourism, but didn't like rural tourism, as well as some extreme tourism activities; 4) the Wandering people preferred quiet places to enjoy; 5) while the Adventure Tourism people pursuit refreshing feelings and stimulating activities. Different kinds of preference structures for tourism destination images have different enlightening meanings to tourism marketing practices, which are provided at the end of this paper. In addition, a consensus statements analysis showed that these groups do not like massive cultural experiences.However, relaxing and interactive cultural experiences can improve the appeal of cultural destinations to the youth market. The five types of preference structures have high degree of differentiation, and the corresponding characteristics are significant. The results of the study have high reference value for both travel destination image marketing and tourism circuit design.
引文
Baloglu S and Mangaloglu M.2001.Tourism destination images of Turkey,Egypt,Greece,and Italy as perceived by US-based tour operators and travel agents.Tourism Management,22:1-9.
Beerli A and Martín J D.2004.Factors influencing destination image.Annals of Tourism Research,31(3):657-681.
Chen C F and Phou S.2013.A closer look at destination:image,personality,relationship and loyalty.Tourism Management,(36):269-278.
Chen J S and Uysal M.2002.Market positioning analysis:A hybrid approach.Annals of Tourism Research,29(4):987-1003.
Chen J S.2001.A case study of Korean outbound travelers’destination images by using correspondence analysis.Tourism Management,22:345-350.
Chiu Y H,Lee W and Chen T H.2014.Environmentally responsible behavior in ecotourism:Exploring the role of destination image and value perception.Asia Pacific Journal of Tourism Research,19:876-889.
Choi J G,Tkachenko T and Sil S.2011.Research note on the destination image of Korea by Russian tourists.Tourism Management,32(1):193-194.
Crompton J L.1979.An assessment of the image of Mexico as a vacation destination and the influence of geographical location upon that image.Journal of Travel Research,17(4):18-23.
陈菊花,杨阳.2012.我国企业集团内部资本市场效应检验--基于Q方法的研究.东南大学学报哲学社会科学版,14(6):20-24.[Chen Juhua and Yang Yang.2012.Using Q methodology to study the internal capital market efficiency of enterprise groups in China.Journal of Southeast University Philosophy and Social Science,14(6):20-24.]
Dewar K,Li W M and Davis C H.2014.Photographic images,culture and perception in tourism advertising.Journal of Travel&Tourism Marketing,22(2):35-44.
邓宁,钟栎娜,李宏.2018.基于UGC图片元数据的目的地形象感知--以北京为例.旅游学刊,33(1):53-62.[Deng Ning,Zhong Lina and Li Hong.2018.Perception of travel destination image based on usergenerated photograph metadata:The case of Beijing.Tourism Tribune,33(1):53-62.]
Echtner C M and Ritchie J R B.1993.The measurement of destination image:An empirical assessment.Journal of Travel Research,31(4):3-13.
Fairweather J R and Swaffield S R.2001.Visitor experience of Kaikoura,New Zealand:An interpretative study using photographs of landscapes and Q method.Tourism Management,22(3):219-228.
Gartner W C.1993.Image Formation Process.Journal of Travel and Tourism Marketing,(3):191-215.
Grosspietsch M.2006.Perceived and projected images of Rwanda:visitor and international tour operator perspectives.Tourism Management,27:225-234.
辜应康,杨杰.2015.基于内隐联结测验的旅游目的地形象偏好测量研究.人文地理,30(1):117-121.[Gu Yingkang and Yang Jie.2015.Research on the preference measure of tourism destination image by approach of implicit association test.Human Geography,30(1):117-121.]
郭锋涛,段玉山.2015.基于Q方法的电子书包认知比较研究--基于上海市地理教师为例.电化教育研究,(8):73-19.[Guo Fengtao and Duan Yushan.2015.A comparative study of electronic schoolbag cognition based on Q method-A case study of geography teachers in Shanghai.Educational Technology Research,(8):73-19.]
Hughes H L and Allen D.2010.Visitor and non-visitor images of central and eastern Europe:A qualitative analysis.International Journal of Tourism Research,10(1):27-40.
Hunter W C.2013.China’s Chairman Mao:A visual analysis of Hunan province online destination image.Tourism Management,34:101-111.
Lai K and Li X.2016.Tourism destination image:Conceptual problems and definitional solutions.Journal of Travel Research,55(8):1065-1080.
李翠玲,秦续忠,赵红.2017.旅游目的地品牌忠诚度与整体印象影响印象研究--以新疆昌吉州为例.管理评论,29(7):82-89.[Li Cuiling,Qin Xuzhong and Zhao Hong.2017.An empirical research on the factors that affect tourism destination brand loyalty and overall impression:Evidence from Changji region in Xinjiang.Management Review,29(7):82-89.]
李宏.2007.旅游目的地形象测量的内容与工具研究.人文地理,22(2):48-52.[Li Hong.2007.The content and tool of tourism destination image measurement research.Journal of Human Geography,22(2):48-52.]
刘建峰,王桂玉,张晓萍.2009.基于表征视角的旅游目的地形象内涵及其建构过程解析--以丽江古城为例.旅游学刊,33(3):48-54.[Liu Jianfeng,Wang Guiyu and Zhang Xiaoping.2009.Analysis of tourist destination image content and construction process based on the characterization of perspective:Lijiang ancient city as an example.Tourism Tribune,33(3):48-54.]
孟铁鑫.2006.绍兴旅游目的地形象定位研究.华东经济管理,20(3):143-145.[Meng Tiexin.2006.Tourism destination image positioning study in Shaoxing.East China Economic Management,20(3):143-145.]
Pike S and Ryan C.2004.Destination positioning analysis through a comparison of cognitive,affective,and conative perceptions.Journal of Travel Research,42(4):333-342.
Pratt M A and Sparks B.2015.Predicting wine tourism intention:destination image and self-congruity.Journal of Travel&Tourism Marketing,31(4):443-460.
Ritchie J R B and Goeldener C R.1994.Travel,tourism,and hospitality research,A Handbook for Managers and Researchers.New York:Johnson,37-40.
芮田生,阎洪.2009.旅游市场细分研究述评.旅游科学,23(5):59-63.[Rui Tiansheng and Yan Hong.2009.Review on research method in tourist market segmentation.Tourism Science,23(5):59-63.]
Stephenson W.1998.Conspiring:A General Theory for Subjective Communicability.In:Dan Nimmo.Communication Yearbook 4.New Brunswick,NJ:Transaction.
Stern E and Krakover S.1993.The formation of a composite urban image.Geographical Analysis,25(2):130-146.
宋章海.2000.从旅游者角度对旅游目的地形象的探讨.旅游学刊,(1):63-67.[Song Zhanghai.2000.A discussion on the image of tourist destinations from the angle of tourists.Tourism Tribune,(1):63-67.]
宋子斌,安应民,郑佩.2006.旅游目的地形象之IPA分析--以西安居民对海南旅游目的地形象感知为例.旅游学刊,30(10):26-32.[Song Zibin,An Yingmin and Zheng Pei.2006.An IPA analysis of tourism destination image-A case study of Xi’an residents’perception on the tourism destination image of Hainan,China.Tourism Tribune,30(10):26-32.]
Tseng C,Wu B,Morrison A M and Chen Y C.2015.Travel blogs on China as a destination image formation agent:A qualitative analysis using Leximancer.Tourism Management,46:347-358.
Veasna S,Wu W Y and Huang C H.2013.The impact of destination source credibility on destination satisfaction:The mediating effects of destination attachment and destination image.Tourism Management,(36):511-526.
王纯阳,黄福才.2010.基于SEM的旅游目的地形象影响因素研究--以张家界为例.经济管理,(3):92-100.[Wang Chunyang and Huang Fucai.2004.Based on the research to the influential factors of SEMimage of tourist destination in Zhangjiajie.Business Management Journal,(3):92-100.]
王公为,李国精,乌铁红.2017.内蒙古国内旅游市场的空间结构研究--基于区域结构的视角.干旱区资源与环境,31(5):197-204.[Wang Gongwei,Li Guojing and Wu Tiehong.2017.Spacial structure of domestic tourism market in Inner Mongolia.Journal of Arid Land Resources and Environment,31(5):197-204.]
王红国,刘国华.2009.国外旅游目的地形象测量方法述评.旅游科学,(6):62-66.[Wang Hongguo and Liu Guohua.2009.Foreign tourist destination image measurement method review.Journal of Tourism Science,(6):62-66.]
吴林芝,周春林,黄子璇,曹芳东,谢倩倩.2018.网络语境下官方目的地宣传形象与游客感知形象的差异--以南京市为例.地域研究与开发,37(3):90-100.[Wu Linzhi,Zhou Chunlin,Huang Zixuan,Cao Fangdong and Xie Qianqian.2018.Perception between official destination publicity image and tourists’perception image in the network context:Taking Nanjing city as an example.Areal Research and Development,37(3):90-100.]
徐菲菲,剌利青,Feng Y.2018.基于网络数据文本分析的目的地形象维度分异研究--以南京为例.资源科学,40(7):1483-1493.[Xue Feifei,Ci Liqing and Feng Y.2018.A research on destination image and perceived dimension difference based on big data of tourists’comments:a case of Nanjing.Resources Science,40(7):1483-1493.]
许春晓,成锦.2017.旅游目的地记忆图谱市场细分法构建.经济地理,37(2):187-192.[Xu Chunxiao and Cheng Jin.2017.The construction of memory graph market segmentation method of tourism destination.Economic Geography,37(2):187-192.]
杨永德,白丽明.2007.旅游目的地形象概念体系辨析.人文地理,22(5):94-98.[Yang Yongde and Bai Liming.2007.Study on the conceptualization of tourist destination image.Human Geography,22(5):94-98.]
Zhang H M,Fu X X,Cai L A and Lu L.2014.Destination image and tourist loyalty:A meta-analysis.Tourism Management,40(1):213-223.
张高军,吴晋峰,周靖超.2017.旅游目的地形象的代际差异比较--兼论代沟理论的3种不同学说.旅游学刊,32(2):53-64.[Zhang Gaojun,Wu Jinfeng and Zhou Jingchao.2017.Do generation gaps lead to differences in the tourism destination image?Evidence from China.Tourism Tribune,32(2):53-64.]
张文,顿雪霏.2010.探讨大陆游客对台湾旅游目的地形象的感知--基于网上游记的内容分析.北京第二外国语学院学报,(11):75-83.[Zhang Wen and Dun Xuefei.2010.Study on image perception of Mainland tourists to Taiwan-Based on content analysis of online travels.Journal of Beijing International Studies University,(11):75-83.]
Beerli A and Martín J D.2004.Factors influencing destination image.Annals of Tourism Research,31(3):657-681.
Chen C F and Phou S.2013.A closer look at destination:image,personality,relationship and loyalty.Tourism Management,(36):269-278.
Chen J S and Uysal M.2002.Market positioning analysis:A hybrid approach.Annals of Tourism Research,29(4):987-1003.
Chen J S.2001.A case study of Korean outbound travelers’destination images by using correspondence analysis.Tourism Management,22:345-350.
Chiu Y H,Lee W and Chen T H.2014.Environmentally responsible behavior in ecotourism:Exploring the role of destination image and value perception.Asia Pacific Journal of Tourism Research,19:876-889.
Choi J G,Tkachenko T and Sil S.2011.Research note on the destination image of Korea by Russian tourists.Tourism Management,32(1):193-194.
Crompton J L.1979.An assessment of the image of Mexico as a vacation destination and the influence of geographical location upon that image.Journal of Travel Research,17(4):18-23.
陈菊花,杨阳.2012.我国企业集团内部资本市场效应检验--基于Q方法的研究.东南大学学报哲学社会科学版,14(6):20-24.[Chen Juhua and Yang Yang.2012.Using Q methodology to study the internal capital market efficiency of enterprise groups in China.Journal of Southeast University Philosophy and Social Science,14(6):20-24.]
Dewar K,Li W M and Davis C H.2014.Photographic images,culture and perception in tourism advertising.Journal of Travel&Tourism Marketing,22(2):35-44.
邓宁,钟栎娜,李宏.2018.基于UGC图片元数据的目的地形象感知--以北京为例.旅游学刊,33(1):53-62.[Deng Ning,Zhong Lina and Li Hong.2018.Perception of travel destination image based on usergenerated photograph metadata:The case of Beijing.Tourism Tribune,33(1):53-62.]
Echtner C M and Ritchie J R B.1993.The measurement of destination image:An empirical assessment.Journal of Travel Research,31(4):3-13.
Fairweather J R and Swaffield S R.2001.Visitor experience of Kaikoura,New Zealand:An interpretative study using photographs of landscapes and Q method.Tourism Management,22(3):219-228.
Gartner W C.1993.Image Formation Process.Journal of Travel and Tourism Marketing,(3):191-215.
Grosspietsch M.2006.Perceived and projected images of Rwanda:visitor and international tour operator perspectives.Tourism Management,27:225-234.
辜应康,杨杰.2015.基于内隐联结测验的旅游目的地形象偏好测量研究.人文地理,30(1):117-121.[Gu Yingkang and Yang Jie.2015.Research on the preference measure of tourism destination image by approach of implicit association test.Human Geography,30(1):117-121.]
郭锋涛,段玉山.2015.基于Q方法的电子书包认知比较研究--基于上海市地理教师为例.电化教育研究,(8):73-19.[Guo Fengtao and Duan Yushan.2015.A comparative study of electronic schoolbag cognition based on Q method-A case study of geography teachers in Shanghai.Educational Technology Research,(8):73-19.]
Hughes H L and Allen D.2010.Visitor and non-visitor images of central and eastern Europe:A qualitative analysis.International Journal of Tourism Research,10(1):27-40.
Hunter W C.2013.China’s Chairman Mao:A visual analysis of Hunan province online destination image.Tourism Management,34:101-111.
Lai K and Li X.2016.Tourism destination image:Conceptual problems and definitional solutions.Journal of Travel Research,55(8):1065-1080.
李翠玲,秦续忠,赵红.2017.旅游目的地品牌忠诚度与整体印象影响印象研究--以新疆昌吉州为例.管理评论,29(7):82-89.[Li Cuiling,Qin Xuzhong and Zhao Hong.2017.An empirical research on the factors that affect tourism destination brand loyalty and overall impression:Evidence from Changji region in Xinjiang.Management Review,29(7):82-89.]
李宏.2007.旅游目的地形象测量的内容与工具研究.人文地理,22(2):48-52.[Li Hong.2007.The content and tool of tourism destination image measurement research.Journal of Human Geography,22(2):48-52.]
刘建峰,王桂玉,张晓萍.2009.基于表征视角的旅游目的地形象内涵及其建构过程解析--以丽江古城为例.旅游学刊,33(3):48-54.[Liu Jianfeng,Wang Guiyu and Zhang Xiaoping.2009.Analysis of tourist destination image content and construction process based on the characterization of perspective:Lijiang ancient city as an example.Tourism Tribune,33(3):48-54.]
孟铁鑫.2006.绍兴旅游目的地形象定位研究.华东经济管理,20(3):143-145.[Meng Tiexin.2006.Tourism destination image positioning study in Shaoxing.East China Economic Management,20(3):143-145.]
Pike S and Ryan C.2004.Destination positioning analysis through a comparison of cognitive,affective,and conative perceptions.Journal of Travel Research,42(4):333-342.
Pratt M A and Sparks B.2015.Predicting wine tourism intention:destination image and self-congruity.Journal of Travel&Tourism Marketing,31(4):443-460.
Ritchie J R B and Goeldener C R.1994.Travel,tourism,and hospitality research,A Handbook for Managers and Researchers.New York:Johnson,37-40.
芮田生,阎洪.2009.旅游市场细分研究述评.旅游科学,23(5):59-63.[Rui Tiansheng and Yan Hong.2009.Review on research method in tourist market segmentation.Tourism Science,23(5):59-63.]
Stephenson W.1998.Conspiring:A General Theory for Subjective Communicability.In:Dan Nimmo.Communication Yearbook 4.New Brunswick,NJ:Transaction.
Stern E and Krakover S.1993.The formation of a composite urban image.Geographical Analysis,25(2):130-146.
宋章海.2000.从旅游者角度对旅游目的地形象的探讨.旅游学刊,(1):63-67.[Song Zhanghai.2000.A discussion on the image of tourist destinations from the angle of tourists.Tourism Tribune,(1):63-67.]
宋子斌,安应民,郑佩.2006.旅游目的地形象之IPA分析--以西安居民对海南旅游目的地形象感知为例.旅游学刊,30(10):26-32.[Song Zibin,An Yingmin and Zheng Pei.2006.An IPA analysis of tourism destination image-A case study of Xi’an residents’perception on the tourism destination image of Hainan,China.Tourism Tribune,30(10):26-32.]
Tseng C,Wu B,Morrison A M and Chen Y C.2015.Travel blogs on China as a destination image formation agent:A qualitative analysis using Leximancer.Tourism Management,46:347-358.
Veasna S,Wu W Y and Huang C H.2013.The impact of destination source credibility on destination satisfaction:The mediating effects of destination attachment and destination image.Tourism Management,(36):511-526.
王纯阳,黄福才.2010.基于SEM的旅游目的地形象影响因素研究--以张家界为例.经济管理,(3):92-100.[Wang Chunyang and Huang Fucai.2004.Based on the research to the influential factors of SEMimage of tourist destination in Zhangjiajie.Business Management Journal,(3):92-100.]
王公为,李国精,乌铁红.2017.内蒙古国内旅游市场的空间结构研究--基于区域结构的视角.干旱区资源与环境,31(5):197-204.[Wang Gongwei,Li Guojing and Wu Tiehong.2017.Spacial structure of domestic tourism market in Inner Mongolia.Journal of Arid Land Resources and Environment,31(5):197-204.]
王红国,刘国华.2009.国外旅游目的地形象测量方法述评.旅游科学,(6):62-66.[Wang Hongguo and Liu Guohua.2009.Foreign tourist destination image measurement method review.Journal of Tourism Science,(6):62-66.]
吴林芝,周春林,黄子璇,曹芳东,谢倩倩.2018.网络语境下官方目的地宣传形象与游客感知形象的差异--以南京市为例.地域研究与开发,37(3):90-100.[Wu Linzhi,Zhou Chunlin,Huang Zixuan,Cao Fangdong and Xie Qianqian.2018.Perception between official destination publicity image and tourists’perception image in the network context:Taking Nanjing city as an example.Areal Research and Development,37(3):90-100.]
徐菲菲,剌利青,Feng Y.2018.基于网络数据文本分析的目的地形象维度分异研究--以南京为例.资源科学,40(7):1483-1493.[Xue Feifei,Ci Liqing and Feng Y.2018.A research on destination image and perceived dimension difference based on big data of tourists’comments:a case of Nanjing.Resources Science,40(7):1483-1493.]
许春晓,成锦.2017.旅游目的地记忆图谱市场细分法构建.经济地理,37(2):187-192.[Xu Chunxiao and Cheng Jin.2017.The construction of memory graph market segmentation method of tourism destination.Economic Geography,37(2):187-192.]
杨永德,白丽明.2007.旅游目的地形象概念体系辨析.人文地理,22(5):94-98.[Yang Yongde and Bai Liming.2007.Study on the conceptualization of tourist destination image.Human Geography,22(5):94-98.]
Zhang H M,Fu X X,Cai L A and Lu L.2014.Destination image and tourist loyalty:A meta-analysis.Tourism Management,40(1):213-223.
张高军,吴晋峰,周靖超.2017.旅游目的地形象的代际差异比较--兼论代沟理论的3种不同学说.旅游学刊,32(2):53-64.[Zhang Gaojun,Wu Jinfeng and Zhou Jingchao.2017.Do generation gaps lead to differences in the tourism destination image?Evidence from China.Tourism Tribune,32(2):53-64.]
张文,顿雪霏.2010.探讨大陆游客对台湾旅游目的地形象的感知--基于网上游记的内容分析.北京第二外国语学院学报,(11):75-83.[Zhang Wen and Dun Xuefei.2010.Study on image perception of Mainland tourists to Taiwan-Based on content analysis of online travels.Journal of Beijing International Studies University,(11):75-83.]