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Urban tourism destination personality and its cultural landscape representation via machine learning: A case study of Nanjing
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收稿日期:2016-10-16
修回日期:2017-02-17
网络出版日期:2017-11-10
版权声明:2017《地理学报》编辑部本文是开放获取期刊文献,在以下情况下可以自由使用:学术研究、学术交流、科研教学等,但不允许用于商业目的.
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1 引言
地方与空间的一个重要区别在于地方不仅具有物质属性,同时人在对地方赋予价值和意义的基础上还使地方具有了精神属性[1]。形神兼备是地方得以建构的基础[2]。地方中的物质属性表现为地域中能被人直接知觉到的元素,如该地的山形地貌、建筑物产等,而地方中的精神属性则是根植于地方物质属性之下的深层特性,表现为该地的氛围、气场、情绪等[3]。随着社会经济发展以及全球化浪潮等的影响,不同地域在物质属性上的趋同现象愈发明显,如何从精神层面凸显地方特色成为了地方旅游吸引力和竞争力提升的关键,这一点引起了旅游学界和业界的共同关注[4-6]。然而,纵观以往的旅游地研究可以发现,大多聚焦在对旅游地物质属性的探讨上,而涉及精神属性的研究则很少。造成该研究现状的一个主要原因在于地方精神属性的抽象性。作为地方的独特身份标识(distinctive identity of somewhere),地方精神属性强调的是该地在“人们长期生活中对其赋予的某种文化联系和环境氛围”[7],它无形无相、难以触及,人们对其往往可意会难言传,致使相应研究缺乏有效的量化表达形式和测量手段。
2006年,Ekinci等****首次将营销学中的品牌个性(brand personality)概念引入旅游地研究,定义旅游地个性为“旅游地具有的一系列人格化特征”[8],并将Aaker的品牌个性量表(brand personality scale, BPS)[9]应用于对旅游地个性的测量,研究发现人们普遍具有赋予旅游地以个性特征的能力和倾向,对旅游地个性的认知在旅游地整体形象认知和旅游推荐意向方面发挥了显著影响作用[8]。对旅游地赋予拟人化的个性特征可将抽象的地方精神具体化、片段化,为旅游地精神属性的量化表达和测量打开了突破口。至此之后,旅游地个性研究不断涌现,国内外****发现了基于不同旅游地背景下的多维个性特征[10-26],同时发现人们对旅游地个性的认知在旅游者态度[13-16]、情感[17-19]和行为意向[15-26]等方面均发挥较大影响作用。
旅游地个性研究开创了精神层面旅游地研究的先河,具有重要的理论和现实意义。然而,由于该研究起步较晚,目前大部分研究还是基于营销学中的品牌个性研究思路展开,缺乏对地方适用性的考量,且尚未深入到对个性表征形式及表征机制的探讨。基于此,本文从地理学视角出发,选取城市旅游地作为研究对象,着眼地方特性,系统构建基于国内背景的城市旅游地个性量表,在此基础上,开展针对案例地城市南京的个性测量和分析,并以城市文化景观作为表征媒介,深入探究城市旅游地个性的景观表征形式及表征机制。在数据分析方面,本文引入机器学习(machine learning)这一完全由数据驱动的智能化探索型数据分析手段[27],由于面向的是真实世界的数据处理任务,机器学习可有效突破传统数理方法在“先假设后检验”以及处理高维非线性噪声数据等方面的限制,从而可获得更加贴近数据内在真实规律的分析结果。
2 文献回顾及理论基础
2.1 旅游地个性概念
旅游地个性的概念是由营销学中品牌个性的概念孵化而来的。品牌个性是指“某品牌具有的一系列人格化特征”[9]。这一概念的提出以符号论(the theory of symbolism)为理论基础,该理论指出品牌的符号价值是驱动人们购买该品牌的重要因素。人们在消费行为中,会将自己喜好的品牌看作是自我价值的延伸,换句话说,人们倾向于购买与自身个性相契合的品牌[28]。这就如同是人与人之间的交往,人们会被与其自身个性相似的人吸引,以期获得情感上的满足和回馈[29]。品牌个性概念的提出引起了营销学界的极大关注,基于不同类型、不同文化背景的品牌个性研究大量涌现。****们普遍认可品牌个性是连接消费者与特定品牌之间的情感纽带,是将一个品牌与其它品牌区别开来的重要标识[30-31]。虽然品牌个性研究由来已久,但将这一概念运用到旅游研究中却相对较晚。2006年,Ekinci等****基于品牌个性理论提出了旅游地个性的概念,并基于Aaker的品牌个性量表发现了旅游地具有的三大个性维度,其中“纯真”(sincerity)和“刺激”(excitement)维度与传统品牌个性维度相吻合,而“愉悦”(conviviality)维度是新发现的旅游地特有的个性维度[8]。两位****通过对旅游地赋予拟人化的人格特征将抽象的地方精神具体化、片段化,为旅游地精神属性的量化表达和测量打开了突破口,由此开创了旅游地个性研究的先河。
值得注意的是,旅游地个性的概念虽源自于营销学中的品牌个性,但两者在个性成因、塑造方式等方面却存在较大差异。品牌个性的形成来自于生产商、经销商等对其外观、性能、广告宣传等的塑造[9],是人为的、可变的;而旅游地个性除了来自于旅游业者对旅游产品、服务、广告等的人为塑造外,更多的源自于该地的地理环境和历史人文在长期共同作用下孕育而出的地方内在特性[8],是地方固有的、可传承的。本文正是基于这一思路探究旅游地的个性特征及其景观表征机制。
2.2 旅游地个性测量
在旅游地个性测量方面,目前仍以直接套用Aaker的品牌个性量表作为最主要的测量方式。Aaker基于认知心理学中的“大五”理论[32],展开对多个不同类别产品品牌的实证分析,最终构建出一个包含42项特征、跨5大维度的品牌个性量表,各维度分别被命名为“真诚”(sincerity)、“刺激”(excitement)、“能力”(competence)、“有教养”(sophistication)和“粗犷”(ruggedness)[9]。该量表被营销学界公认为是对品牌个性最全面、有效的测量量表,并被广泛应用于对不同类型、不同文化背景下的产品品牌的个性测量。然而,随着品牌个性量表在旅游地个性测量中的不断运用,其局限性也逐渐显露。Smith曾指出,Aaker的品牌个性量表仅适用于对工业类产品品牌个性的测量,而对旅游产品等既包含有形元素又包含无形元素的体验类产品品牌则不适用于通过该量表进行个性测量[33]。这一观点得到了多位旅游****的证实。例如,Ekinci等发现品牌个性量表中的“敏感”(sentimental)、“技术性”(technical)等特征不适用于对旅游地个性的描述[8],而Usakli等则指出“耀眼”(showy)、“积极”(energetic)等可反映地方特性的词汇应归入旅游地个性量表中[20]。不断有****呼吁应构建适用于旅游地个性测量的专属量表[8, 10-11]。D'Astous等是最早尝试自行构建旅游地个性量表的****。两位****通过对以往个性量表的整合及实地访谈收集个性词汇,最终构建出一个国家层面的旅游地个性量表[13]。该量表包含跨6大维度的24项个性词汇,各维度分别被命名为“亲和”(agreeableness)、“恶劣”(wickedness)、“势利”(snobbism)、“勤奋”(assiduousness)、“不显眼”(unobtrusiveness)和“遵规蹈矩”(conformity)。至此之后,陆续有****自行构建适用于旅游地个性测量的专属量表,例如Kumar等在量表整合和深度访谈基础上构建的印度国家旅游地个性量表[14]、Pan等在对网络平台进行文本分析的基础上构建的中国文化背景下的旅游地个性量表[26]等。构建基于旅游地个性的专属量表为提升旅游地个性测量的有效性和全面性做出了有益尝试。然而,截至目前,基于自行量表设计的旅游地个性研究依旧很少,且已有量表并未完全跳脱出品牌个性量表的设计思路,也由此复制了品牌个性量表在以往运用中的缺陷,如不适用于对特定类型产品品牌个性的测量、忽视对正负向个性的综合测量、指标选取并不严格符合人格特征描述等[34-36]。基于此,本文选取城市旅游地这一特定旅游地类型作为测量对象,在量表设计过程中,要求所选词汇均可用于对人格特质的描述,并以语义差异量表的形式从正负两极测量人们对城市旅游地个性的全面认知。
2.3 旅游地个性表征
表征(representation)这一概念的出现源于人们无法从直接经验中获取对事物(包括具象事物和抽象事物)的全面了解,而总是需要通过接触到不同的象征物,并经过思维加工实现对事物本质的再现[37]。Hall把这一原本属于哲学认知论的“再现”概念转化为结构主义符号学与“文化研究”相结合的“表征”概念,完成了对“再现”概念的文化转向[38]。简单而言,表征就是通过符号解构文化的过程,这里的符号不仅包括文字符号、语言符号,也包括视觉符号[39]。旅游****指出,旅游是旅游者对旅游吸引物系统的符号意义进行解码的过程,在旅游者看来,旅游地是由符号组成的,是可被视觉表征及社会性建构的[40]。文化景观作为文化地理学的核心概念,一直被视为是地方文化表征的外延形式[37]。文化景观是形成特定地方基本特征的自然和人文因素的复合体[41],其中自然因素为文化景观的建立和发展提供了各种条件,包括地貌、动植物、水文、气候、土壤等,而人文因素又可分为物质因素和非物质因素两类,物质因素是具有色彩和形态的有形因素,包括居民、街道、交通工具等,非物质因素是文化景观的无形之气,包括思想意识、生活方式、风俗习惯等。非物质因素的文化表征作用不可小觑,对其进行研究可透过文化景观的物质外貌,深入文化景观内部,探究其深层机制[42]。
旅游地个性作为一种凌驾于地方物质因素和非物质因素之上、可意会难言传的抽象文化特性,可以通过文化景观加以表征,由此发现旅游地个性的内在生成机制。 然而,截至目前,尚未发现直接针对旅游地个性的景观表征展开的研究。少数****探究了旅游地个性与旅游地认知意象之间的影响关系,可被视为有关旅游地个性景观表征的近似研究。如Xie等以北京为例,通过实证分析发现了“人造环境”(built environment)、“社会责任环境”(socially responsible environment)和“当地居民”(local people)在影响人们感知目的地个性方面的重要作用[21],但由于未从文化景观的视角切入,在景观元素的选取上存在一定的局限性,且在“如何影响”以及“为什么能够影响”问题上未能深入探究。基于此,本文将文化景观作为旅游地个性的表征媒介,全面发掘可用于表征旅游地个性的文化景观元素,并对“如何表征”以及“为什么能够表征”等机制问题进行深入探究。
3 研究设计
3.1 城市旅游地个性量表构建
量表设计包括实地访谈、文本收集、问卷调研和德尔菲调查四个步骤,前两个步骤用于对量表题项进行收集,后两个步骤用于对收集到的题项进行筛选和整理,通过上述步骤最终形成基于国内背景的城市旅游地个性量表。3.1.1 实地访谈 通过实地访谈收集主体感知视角下的城市旅游地个性词汇。访谈时间为2015年5月-6月期间,地点在南京四个主要景区(中山陵、夫子庙、总统府、玄武湖)及附近居民区[43],访谈人群为南京当地居民及外地游客,采用按年龄段(< 25岁,25~34岁,35~44岁,> 45岁)和性别配额抽样的形式分别选取20名游客和20名居民参与访谈。借鉴D'Astous等[13]的工作,以引导的形式展开提问,形如:“有时候我们会用拟人化的方式形容周边的事物,比如说这棵树很脆弱、那座山很伟岸,请您选择三个比较熟悉或印象深刻的国内城市,并分别写下在您看来能反映该城市特征的拟人化形容词。”调查结果显示,被访者对南京、上海、北京、深圳、重庆等18座城市共赋予了232个个性词汇,在删除语义重复词汇后,共产生171个词汇。
3.1.2 文本收集 从不同研究领域具有代表性的个性量表中收集词汇。量表来源包括:① 营销学中Aaker的品牌个性量表[9],该量表是迄今为止对品牌个性所做的最系统、最有影响力的量表,在营销理论研究和实践中都得到了广泛应用;② 黄胜兵和卢泰宏建立的中国本土化品牌个性量表[44],该量表从中国传统文化角度界定产品品牌个性,并发现了“仁、智、勇、乐、雅”五大个性维度;③ 旅游研究中跨类型、跨文化的多个目的地个性量表,如D'Astous等建立的国家个性量表[13]、Usakli等建立的拉斯维加斯个性量表[20]等。将以上量表中的个性词汇进行整合,在删除语义重复及个别与中国文化背景明显不符的词汇后共产生82个个性词汇。通过与上一轮产生的词汇进行整合,共产生196个个性词汇。
3.1.3 问卷调研 通过问卷调研对前两轮收集到的个性词汇进行初步筛选。调研过程中首先请被试尽可能多的回忆令其印象深刻或熟悉的国内城市旅游地,然后在问卷量表中选出与该城市描述相符的词汇。此次问卷调研时间为2015年6月,调研地点与实地访谈同,通过便利采样随机发放问卷200份,回收有效问卷192份,有效率达96%。参照Usakli等[20]的指标筛选方法,保留选取率达到50%及以上的词汇,由此共获取个性词汇113个。
3.1.4 德尔菲调查 邀请6名旅游及城市规划专家,从针对性(符合国内城市文化背景)、独立性(语义清晰、不冗余)、可理解性(描述准确、易懂)等方面对初选词汇进行多轮筛选、修改和补充,以电子邮件形式展开征询,在经过四轮征询及整理后,专家意见基本趋于一致,最终形成由32对正反语义的形容词组成的城市旅游地个性量表(表1)。采用正反语义的词汇作为测量题项,可以对城市旅游地个性进行更加全面、系统的概括,此外,正反语义可以起到彼此释义的作用,方便调研过程中被试对每个题项的理解。
Tab. 1
表1
表1城市旅游地个性量表题项
Tab. 1Items in urban tourism destination personality scale
编号 | 个性指标 | 编号 | 个性指标 | 编号 | 个性指标 | 编号 | 个性指标 |
---|---|---|---|---|---|---|---|
P1 | 冷漠—热情 | P9 | 乏味—浪漫 | P17 | 阴柔—阳刚 | P25 | 贫穷—富有 |
P2 | 油滑—敦厚 | P10 | 普通—独特 | P18 | 忧伤—快乐 | P26 | 脆弱—坚韧 |
P3 | 虚伪—真诚 | P11 | 丑陋—美丽 | P19 | 沉闷—活泼 | P27 | 懒惰—勤奋 |
P4 | 排外—包容 | P12 | 古典—现代 | P20 | 保守—开放 | P28 | 依赖性—独立性 |
P5 | 华丽—朴实 | P13 | 年老—年轻 | P21 | 邋遢—整洁 | P29 | 没实力—有实力 |
P6 | 张扬—内敛 | P14 | 本土化—西化 | P22 | 聒噪—安静 | P30 | 不可信赖—值得信赖 |
P7 | 无知—博学 | P15 | 没品位—有品位 | P23 | 浮躁—沉稳 | P31 | 不思进取—积极进取 |
P8 | 低俗—高雅 | P16 | 没魅力—有魅力 | P24 | 闲适—忙碌 | P32 | 无创新精神—有创新精神 |
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3.2 案例地概况
选取南京作为案例地城市。南京的个性正是由南京的地理和人文环境在漫长的历史演进中逐步孕育而出的。南京地处中国东部沿海,属长江下游平原,城市三面环山,一面临水,“钟山龙蟠,石城虎踞,真乃帝王之都也”是古人对南京山形地势的绝妙评价。南京历史悠远,拥有“十朝都会”、“六朝古都”的美名,这也成就了南京在古代和近代中国南方的经济、政治、文化中心地位。现如今,作为江苏省省会和长三角地区、华东地区特大城市之一,南京依然保持着在政经文商等方面的国内重要地位。不仅如此,作为中国的科教重镇,南京自古便有“天下文枢”、“东南第一学”的美誉,目前是中国高等教育资源最为集中的五大城市之一,科教综合实力居全国第三位。地形优越、历史厚重、人文荟萃,这些得天独厚的条件也促成了南京在国内旅游业方面的重要地位。作为首批中国优秀旅游城市,南京拥有钟山风景名胜区—中山陵园风景区、夫子庙—秦淮风光带景区两处国家5A级旅游景区,并依托南京的六朝文化、大明文化、民国文化、秦淮文化等打造了系列旅游精品。上述种种赋予了南京特有的个性,也因此成为本研究中较为理想的案例地。3.3 问卷设计及发放
调查问卷包括四部分内容:第一部分调查人们对南京个性的感知情况,运用城市旅游地个性量表展开调查,请被试根据自己在南京的实地体验对每个题项用于描述南京个性的认同程度进行打分,采用语义差异法测量,分值由-2到2分别代表“非常认同(左端形容词)”、“比较认同(左端形容词)”、“既不认同左端也不认同右端”、“比较认同(右端形容词)”、“非常认同(右端形容词)”;第二部分调查人们在实地体验中如何感知到该地的个性特征,选取城市文化景观作为城市个性的表征媒介。城市文化是城市中各个要素相互作用的总和,涵盖了整个城市人类的所有生产、生活方式。城市文化景观作为城市文化的载体,相应包含了人类活动所及的物质、社会、生活等多个层面[45]。本文通过文献查阅和实地访谈从上述文化层面中分别选取景观元素,共获得29项,采用5点李克特量表法测量,请被试根据自己在南京的实地体验就各景观元素在影响其感知城市个性中的作用大小进行打分,“1”表示完全没作用,“5”表示作用非常大;第三部分为旅游地整体形象认知调查,采用5点李克特量表法测量,请被试对南京城市整体形象进行评价,“1”表示很差,“5”表示很好;第四部分为游客基本信息调查,包括年龄、性别、文化程度、职业、客源地、来宁次数等。问卷设计好后对40名本市游客进行了预调研,调研结果显示问卷具有良好的可理解性和侦测问题的能力,符合进行定量数据分析的要求。问卷正式调研于2015年7月-8月期间展开,调研对象为南京外地游客,调研地点选在南京四大知名景区,即中山陵、总统府、夫子庙、玄武湖。以便利采样的形式在上述景点随机发放问卷,共发放问卷900份,回收有效问卷789份,有效率达到87.67%。
3.4 数据分析
首先运用机器学习中的特征选择方法(feature selection)[46]对城市旅游地个性量表中的题项进行提纯,从中发现对描述案例地城市个性最具意义的题项,并运用特征抽取方法(feature extraction)[46]对案例地城市个性的潜在结构进行划分;其次以城市文化景观作为表征媒介,运用属性排序方法(attribute ranking)[46]就城市文化景观对城市旅游地个性表征的作用大小进行排序,由此探寻城市文化景观的个性表征机制。数据分析过程基于著名机器学习工具库WEKA3.8,运用JAVA语言编程实现。3.4.1 特征选择 特征选择方法常作为机器学习技术的数据预处理步骤。该方法通过分析数据内在模式发现对表征数据内在结构没有价值的特征项,从而达到删除冗余、无用特征的目的。本文使用非监督学习中的Wrapper型特征选择方法对城市旅游地个性量表中的各特征项进行分析,力图从中精选出最能区别量表目标概念的特征子集。目标概念是指通过量表测量想要判定的潜在目标,本文将游客对城市整体形象的认知作为目标概念。特征选择具体操作步骤如下:
设原始属性集为,
式中:F(A′P,Y)为通过属性子集A′P来判断目标概念集T中所有概念所产生的预测误差。由于F(A′P,Y)的解析表达式通常难以直接获取,且优化过程相当复杂,本文采用计算智能中的经典优化算法——遗传算法(genetic algorithm)对F(A′P,Y)进行优化,从而求取能够使F(A′P,Y)最小的特征子集。
遗传算法是模拟自然界生物遗传进化过程的一种自适应优化的概率搜索算法,适合于对复杂的非线性问题的优化,由于具有良好的全局搜索能力,被公认为是解决各类优化问题最有效的方法之一。遗传算法从初始种群出发,采用“优胜劣汰,适者生存”的自然法则选择个体,并通过交叉、变异算子产生新一代种群,如此逐步进化,直到满足目标为止。该算法可形式化的描述为:
式中:P(0)={P1(0),P2(0),…,Pn(0)}表示初始种群;N表示种群规模;l表示染色体的长度;s表示选择策略;g表示遗传算子,包括选择算子Qr、交叉算子Qc和变异算子Qm;P表示遗传算子的操作概率,包括选择概率Pr、交叉概率Pc和变异概率Pm;f是适应度函数;T是终止标准。
本文采用二进制编码的形式把实际问题的结构变换为遗传算法的染色体结构,即设每个个体为:Sj={0,1}32,当且仅当第d个特征{1d32}时Sjd=1;否则Sjd = 0。初始种群是求解问题时初始给定的多个解的集合,它是问题解空间的一个子集,本文参考Schaffer等建议的最优参数范围[47],设置种群规模N = 100来生成初始种群。适应度f为用每个个体Sj对应的子集A’j预测yi时的预测误差,其函数值决定着个体的优劣程度,可定义为:
式中:
选择是指按照种群概率和各个个体的适应度值,从当前种群中选出若干个体。交叉是按照交叉概率和交叉策略把两个染色体的基因进行交配重组,产生出新的个体,本文设置交叉概率Pc = 0.6。变异是按照变异概率和变异策略对染色体中的某些基因进行变化,本文将基因的二进制数取反,将0变为1,1变为0,设置变异概率Pm = 0.005。
具体的种群进化过程依照以下步骤进行:在每一轮迭代中,根据交叉概率(Pc = 0.6)从种群中以轮盘赌选择法(roulette wheel selection)的方式挑选60%的个体进行交叉,随后根据变异概率(Pm = 0.005)随机挑选0.5%的个体进行变异。在每轮迭代结束前采用适应度f进行评估,从而保证适应度高的个体以更大概率出现在下一代种群中。
3.4.2 属性排序 属性排序是指根据属性的判别能力对属性进行的有序化处理。信息增益(information gain)是一种体现属性判别能力的常用指标[48],常被用于进行属性排序。信息增益通过计算某个属性对样本集进行划分后信息熵(entropy)的变化量来定量刻画该属性的判别能力。本文基于信息增益,对不同维度下的城市文化景观进行排序,从而实现从城市文化景观中甄选出对该城市旅游地个性最具判别作用的属性的任务。
给定包含c个目标属性值的样本集S,那么S相对于c个类的熵定义为:
式中:pi是S中属于类别i的比例,如果S的所有样本属于同一类,那么S的熵为0;如果S中分类样本的数量相等,熵为1,若不相等,则熵介于0和1之间。由于熵是以二进制位的个数来度量编码长度的,所以对数底数为2,如果目标概念具有c个可能值,那么熵最大可能值为log2c。一个属性A相对样本集S的信息增益即为使用这个属性划分样本而导致的期望熵降低,即:
式中:Values(A)是属性A所有可能值的集合;Sv是S中属性A的值为v的子集,即
4 结果分析
4.1 个性特征分析
运用机器学习中的特征选择方法对城市旅游地个性量表中的题项进行提纯,从中发现对描述案例地城市个性最具意义的题项,随后运用特征抽取方法对案例地城市的个性特征进行结构划分。4.1.1 个性特征选择 运用基于遗传算法的特征选择方法对城市旅游地个性量表中的32个题项进行提纯,从中发现对描述目的地城市个性最具价值的特征项。设置遗传操作的最大进化代数T = 500,当最终迭代结束时,从种群中挑选适应度最高(Y = 0.0818)的个体作为最终解。为获取有效估计,本文采用机器学习中最常用的十倍交叉验证(10-fold cross validation)(十倍交叉验证将数据集随机划分为大小均等的10份,每次从中选取1份作为测试集,另外9份合并为训练集。随后,在训练集上构建分类模型,对测试集中的样本进行分类,并记录对应的错误率。该过程不断重复,直到每一份数据子集均以测试集形式出现一次,以上任务完成后将10次错误率进行平均,以作为10倍交叉验证的结果。为了避免划分的随机性,本文重复5次10倍交叉验证,最终结果为这5次10倍交叉验证的平均。)
4.1.2 个性特征抽取 采用主成分分析(principle component analysis, PCA)划分量表各特征项的内在结构。主成分分析可有效找出隐藏在数据背后的主分量,通过去除数据中的冗余信息和噪音,实现复杂数据的降维。通过最大正交旋转,当以特征根大于1、因子载荷大于0.40作为判定条件时,共提取出四大维度,其累积方差贡献率为61.923%,四个维度的Cronbach α值在0.738~0.827之间(表3)。包含在第一大维度下的特征项主要是对城市易亲近程度和质朴程度的描述,可定义为城市的“态度”;包含在第二大维度下的特征项主要是对城市情操修为和文化品味的描述,可定义为城市的“气质”;包含在第三大维度下的特征项主要是对城市开放程度和活跃程度的描述,可定义为城市的“性格”;包含在第四大维度下的特征项主要是对城市发展实力和积极状态的描述,可定义为城市的“能力”。
Tab. 2
表2
表2城市旅游地个性特征选择结果
Tab. 2Results of feature selection on urban tourism destination personalities
编号 | 特征项 | Y | 编号 | 特征项 | Y | 编号 | 特征项 | Y | 编号 | 特征项 | Y |
---|---|---|---|---|---|---|---|---|---|---|---|
P1 | 热情 | √ | P9 | 浪漫 | √ | P17 | 阳刚 | P25 | 富有 | ||
P2 | 敦厚 | √ | P10 | 独特 | √ | P18 | 快乐 | √ | P26 | 坚韧 | √ |
P3 | 真诚 | √ | P11 | 美丽 | √ | P19 | 活泼 | √ | P27 | 勤奋 | |
P4 | 包容 | √ | P12 | 现代 | √ | P20 | 开放 | √ | P28 | 独立性 | |
P5 | 朴实 | √ | P13 | 年轻 | √ | P21 | 整洁 | P29 | 有实力 | √ | |
P6 | 内敛 | √ | P14 | 西化 | P22 | 安静 | P30 | 值得信赖 | √ | ||
P7 | 博学 | √ | P15 | 有品味 | √ | P23 | 沉稳 | √ | P31 | 积极进取 | √ |
P8 | 高雅 | √ | P16 | 有魅力 | √ | P24 | 忙碌 | P32 | 有创新精神 | √ | |
适应度值:Y = 0.0818 |
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Tab. 3
表3
表3城市旅游地个性评价因子分析表
Tab. 3Results of factor analysis on urban tourism destination personalities
编号 | 因子名 | 题项名 | 因子载荷 | 特征值 | 累计可解释方差率(%) | 克隆巴赫 α系数 | |||
---|---|---|---|---|---|---|---|---|---|
1 | 2 | 3 | 4 | ||||||
A | 态度 | 包容(A1) | 0.801 | 0.165 | 0.043 | 0.103 | 9.380 | 26.220 | 0.827 |
真诚(A2) | 0.800 | 0.198 | 0.047 | 0.213 | |||||
朴实(A3) | 0.747 | 0.177 | 0.017 | 0.048 | |||||
热情(A4) | 0.716 | 0.272 | 0.079 | 0.127 | |||||
内敛(A5) | 0.698 | 0.223 | 0.146 | 0.099 | |||||
敦厚(A6) | 0.668 | 0.044 | 0.012 | 0.023 | |||||
G | 气质 | 美丽(G1) | 0.148 | 0.722 | 0.157 | 0.175 | 6.699 | 44.882 | 0.826 |
博学(G2) | 0.338 | 0.651 | 0.047 | 0.130 | |||||
高雅(G3) | 0.233 | 0.615 | 0.004 | 0.376 | |||||
浪漫(G4) | 0.059 | 0.581 | 0.035 | 0.431 | |||||
独特(G5) | 0.242 | 0.538 | 0.007 | 0.100 | |||||
有魅力(G6) | 0.371 | 0.516 | 0.037 | 0.385 | |||||
有品位(G7) | 0.231 | 0.479 | 0.167 | 0.108 | |||||
D | 性格 | 活泼(D1) | 0.056 | 0.002 | 0.856 | 0.080 | 2.842 | 54.005 | 0.805 |
快乐(D2) | 0.103 | 0.126 | 0.788 | 0.047 | |||||
开放(D3) | 0.172 | 0.009 | 0.655 | 0.095 | |||||
年轻(D4) | 0.080 | 0.486 | 0.610 | 0.072 | |||||
现代(D5) | 0.216 | 0.395 | 0.603 | 0.062 | |||||
C | 能力 | 沉稳(C1) | 0.109 | 0.201 | 0.078 | 0.831 | 2.021 | 61.923 | 0.738 |
坚韧(C2) | 0.190 | 0.153 | 0.009 | 0.785 | |||||
值得信赖(C3) | 0.081 | 0.218 | 0.164 | 0.721 | |||||
有实力(C4) | 0.143 | 0.167 | 0.005 | 0.663 | |||||
积极进取(C5) | 0.156 | 0.223 | 0.078 | 0.602 | |||||
有创新精神(C6) | 0.021 | 0.103 | 0.147 | 0.589 |
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4.2 景观表征机制分析
内隐、抽象的旅游地个性需要通过外显、具象的载体形式表现出来。本文基于实地表征视角,将城市文化景观作为城市旅游地个性的表征媒介,通过特征选择和特征抽取发现对表征目的地城市个性最具价值的景观元素,并对其内在结构进行划分。信息增益值可用于对景观表征的作用大小进行排序,由此发掘城市文化景观对目的地城市个性表征的作用机制。4.2.1 景观特征选择 运用非监督学习中的Wrapper型特征选择方法,从原始城市文化景观特征集
仿照上文中的遗传操作进行参数设置,并通过十倍交叉验证方法对算法进行评估,当最终迭代T = 500结束时,从种群中挑选适应度最高的个体(Y = 0.0632)作为最终解。针对四个目标概念的特征选择结果如表4所示。经过遗传算法甄选出的针对每一个目标概念的特征子集皆具有很高的预测精度,为发现对四个目标概念具有影响作用的所有特征项,取四个特征子集的并集,由此生成新的属性集
Tab. 4
表4
表4城市文化景观的特征选择结果
Tab. 4Results of feature selection on urban culture landscapes
序号 | 特征项 | Y1 | Y2 | Y3 | Y4 | 序号 | 特征项 | Y1 | Y2 | Y3 | Y4 |
---|---|---|---|---|---|---|---|---|---|---|---|
L1 | 城市主干道 | √ | √ | L16 | 交通站点 | √ | √ | √ | |||
L2 | 游憩步行街 | √ | L17 | 城市建筑风貌 | √ | √ | |||||
L3 | 河道沿岸 | L18 | 街头雕塑、小品等 | √ | √ | ||||||
L4 | 传统街巷 | √ | √ | √ | √ | L19 | 特色饮食 | √ | √ | ||
L5 | 历史遗存区及景区 | √ | √ | √ | L20 | 特色商品和手工艺品 | √ | ||||
L6 | 中心商务区和游憩商务区 | √ | √ | √ | L21 | 特色节庆活动 | √ | √ | |||
L7 | 百年老校 | √ | √ | L22 | 城市媒体节目、报刊杂志等 | ||||||
L8 | 公共文化场所 | √ | √ | √ | L23 | 当地居民 | √ | √ | √ | ||
L9 | 公共体育场馆 | L24 | 城市卫生 | √ | √ | √ | √ | ||||
L10 | 城市广场 | L25 | 城市交通 | ||||||||
L11 | 城市公园及绿地 | √ | L26 | 城市治安 | |||||||
L12 | 山水风光 | √ | √ | √ | L27 | 城市物价 | |||||
L13 | 林荫道 | √ | √ | L28 | 城市基础设施 | √ | |||||
L14 | 市花市树 | L29 | 城市接待服务 | √ | √ | √ | |||||
L15 | 标志性建筑 | √ | √ | √ | √ | ||||||
适应度值:Y = 0.0632 |
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4.2.2 景观特征抽取 采用主成分分析方法对城市文化景观的潜在维度进行抽取,通过最大正交旋转,当以特征根大于1、因子载荷大于0.40作为判定条件时,共提取出5个主成分,其累积方差贡献率为60.456%,Cronbach α系数为0.904,5个主成分的Cronbach α系数在0.780~0.837之间(表5)。这5个主成分可分别命名为城市的“现代空间景观”、“传统空间景观”、“生态景观”、“生活景观”和“社会景观”。
Tab. 5
表5
表5城市旅游地个性景观评价因子分析表
Tab. 5Results of factor analysis on urban culture landscapes
编号 | 因子名 | 题项名 | 因子载荷 | 特征值 | 累计可解释方差率(%) | 克隆巴赫α系数 | ||||
---|---|---|---|---|---|---|---|---|---|---|
1 | 2 | 3 | 4 | 5 | ||||||
M | 现代 空间 景观 | 城市主干道(M1) | 0.760 | 0.137 | 0.193 | 0.224 | 0.071 | 7.866 | 16.733 | 0.780 |
游憩步行街(M2) | 0.449 | 0.268 | 0.258 | -0.131 | 0.177 | |||||
中心商务区和 游憩商务区(M3) | 0.643 | 0.041 | 0.228 | 0.258 | 0.131 | |||||
公共文化场所(M4) | 0.670 | 0.031 | 0.157 | -0.014 | 0.282 | |||||
城市建筑风貌(M5) | 0.627 | 0.157 | 0.113 | 0.323 | 0.065 | |||||
交通站点(M6) | 0.537 | 0.236 | 0.294 | -0.150 | 0.297 | |||||
街头雕塑、小品等(M7) | 0.420 | 0.158 | -0.181 | 0.043 | 0.099 | |||||
T | 传统 空间 景观 | 历史遗存区及景区(T1) | 0.127 | 0.571 | -0.155 | 0.257 | 0.237 | 5.427 | 32.785 | 0.807 |
传统街巷(T2) | 0.157 | 0.627 | 0.113 | 0.203 | 0.126 | |||||
百年老校(T3) | 0.120 | 0.675 | 0.371 | -0.040 | 0.017 | |||||
标志性建筑(T4) | 0.067 | 0.471 | 0.229 | 0.140 | -0.189 | |||||
E | 生态 景观 | 山水风光(E1) | 0.127 | -0.155 | 0.696 | 0.257 | 0.371 | 3.138 | 43.241 | 0.837 |
林荫道(E2) | 0.061 | 0.287 | 0.664 | -0.288 | 0.166 | |||||
城市公园及绿地(E3) | 0.141 | 0.062 | 0.589 | 0.249 | 0.147 | |||||
L | 生活 景观 | 当地居民(L1) | 0.374 | 0.156 | -0.036 | 0.629 | 0.166 | 2.025 | 52.336 | 0.826 |
特色商品和手工艺品(L2) | 0.074 | 0.130 | 0.090 | 0.689 | 0.150 | |||||
特色饮食(L3) | 0.193 | 0.115 | 0.127 | 0.457 | 0.199 | |||||
特色节庆活动(L4) | 0.024 | 0.101 | 0.130 | 0.476 | 0.184 | |||||
S | 社会 景观 | 城市卫生(S1) | -0.042 | 0.094 | -0.053 | -0.039 | 0.736 | 1.261 | 60.456 | 0.811 |
城市基础设施(S2) | 0.166 | -0.129 | 0.030 | 0.407 | 0.714 | |||||
城市接待服务(S3) | 0.205 | -0.081 | 0.040 | 0.265 | 0.640 |
新窗口打开
4.2.3 景观表征机制 基于信息增益值,发掘城市文化景观元素及其所属维度对城市旅游地个性表征的作用机制(图1,图2)。以0.40作为表征作用大小的判定值,信息增益值越大,说明表征作用越大,信息增益值为0,说明不具有表征作用(表6)。
![](http://www.geog.com.cn/article/2017/0375-5444/0375-5444-72-10-1886/thumbnail/img_1.png)
图1城市文化景观维度对城市旅游地个性的表征作用
-->Fig. 1Urban tourism destination personality representation with urban cultural landscape dimensions
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![](http://www.geog.com.cn/article/2017/0375-5444/0375-5444-72-10-1886/thumbnail/img_2.png)
图2城市文化景观元素对城市旅游地个性的表征作用
-->Fig. 2Urban tourism destination personality representation with urban cultural landscape factors
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Tab. 6
表6
表6城市文化景观对城市旅游地个性表征的信息增益值
Tab. 6Results of information gains on representing urban tourism destination personalities with urban culture landscapes
景观 维度 | 景观 元素 | 态度信息增益值 | 气质信息增益值 | 性格信息增益值 | 能力信息增益值 | |||||||
---|---|---|---|---|---|---|---|---|---|---|---|---|
元素 | 维度 | 元素 | 维度 | 元素 | 维度 | 元素 | 维度 | |||||
M | M1 | 0.336 | 0.623 | 0.212 | 0.893 | 0.000 | 0.765 | 1.391 | 0.876 | |||
M2 | 0.000 | 0.927 | 0.221 | 0.156 | ||||||||
M3 | 0.246 | 0.302 | 1.520 | 0.973 | ||||||||
M4 | 0.339 | 0.673 | 0.000 | 0.543 | ||||||||
M5 | 0.394 | 0.164 | 0.000 | 1.512 | ||||||||
M6 | 1.352 | 0.760 | 0.271 | 0.550 | ||||||||
M7 | 0.000 | 0.000 | 0.837 | 0.362 | ||||||||
T | T1 | 0.386 | 0.329 | 1.584 | 0.972 | 0.582 | 0.528 | 0.189 | 0.149 | |||
T2 | 0.344 | 0.890 | 0.415 | 0.382 | ||||||||
T3 | 0.000 | 0.949 | 0.519 | 0.245 | ||||||||
T4 | 0.382 | 0.364 | 0.652 | 0.321 | ||||||||
E | E1 | 0.386 | 0.235 | 1.105 | 0.651 | 0.212 | 0.211 | 0.372 | 0.663 | |||
E2 | 0.173 | 0.785 | 0.000 | 0.731 | ||||||||
E3 | 0.211 | 0.276 | 0.190 | 0.683 | ||||||||
L | L1 | 0.962 | 0.742 | 1.212 | 0.733 | 0.000 | 0.098 | 0.373 | 0.352 | |||
L2 | 0.266 | 0.627 | 0.000 | 0.279 | ||||||||
L3 | 0.413 | 0.188 | 0.133 | 0.315 | ||||||||
L4 | 0.313 | 1.434 | 0.119 | 0.268 | ||||||||
S | S1 | 0.613 | 0.569 | 0.393 | 0.392 | 0.332 | 0.092 | 0.887 | 0.841 | |||
S2 | 0.000 | 0.000 | 0.000 | 0.682 | ||||||||
S3 | 0.831 | 0.348 | 0.000 | 1.172 |
新窗口打开
(1)针对态度的景观表征
游客对城市态度的感知程度较高(MA = 0.70),从信息增益值来看,“生活景观”(IGL = 0.742)、“现代空间景观”(IGM = 0.623)和“社会景观”(IGS = 0.569)在其中发挥了较为重要的表征作用。
“生活景观”维度下的“当地居民”(
“现代空间景观”中的“交通站点”(
“社会景观”中的“接待服务”(
(2)针对气质的景观表征
游客对城市气质的感知程度(MG = 0.79)在所有个性维度中最高,“传统空间景观”(IGT = 0.972)、“现代空间景观”(IGM = 0.893)、“生活景观”(IGL = 0.733)、“生态景观”(IGE = 0.651)在其中发挥较大表征作用。
“传统空间景观”中表征作用最大的是“历史遗存区及景区”(
“现代空间景观”中对城市气质具有较大表征作用的景观依次为“游憩步行街”(
“生活景观”中的“特色节庆活动”(
“生态景观”中的“山水风光”(
(3)针对性格的景观表征
游客对城市性格的感知度(MD = 0.25)在所有个性维度中最低,“现代空间景观”(IGM = 0.765)和“传统空间景观”(IGT = 0.528)在其中发挥较大表征作用。
“传统空间景观”下的四项元素在表征城市性格方面均发挥较大作用。调查发现,游客对南京“活泼”(
“现代空间景观”中的“城市中心商务区和游憩商务区”(
(4)针对能力的景观表征
游客对城市能力的感知度(MC = 0.56)亦为正向,但程度不及态度和性格高。“现代空间景观”(IGM = 0.876)、“社会景观”(IGS = 0.841)和“生态景观”(IGE = 0.663)在其中发挥较大表征作用。
“现代空间景观”中的大部分景观元素皆对表征城市能力产生较大作用。从城市的“建筑风貌”(
在“社会景观”和“生态景观”方面,城市的“基础设施”(
5 结论与讨论
5.1 结论
旅游地的精神属性作为根植于地方表象特征之下的深层特性是旅游地特色显现的关键。本文从旅游地精神属性入手,以地方的人格化特征作为地方精神属性的具体表述形式,选择城市旅游地作为研究对象,在构建出城市旅游地个性量表的基础上,通过实证分析,发掘城市旅游地个性特征及其景观表征机制。本文具体研究结论如下:(1)构建出城市旅游地个性量表。该量表的构建为地方精神属性感知测量提供了方法体系,是对地方意象感知研究的有益补充。以往地方意象感知研究多着眼于物质属性,如Lynch发现的路径、边沿、结点、区域、标志物五大城市意象元素均为具象、实化的物质要素[49]。虽有****从品牌个性理论中获得启示,提出了旅游地个性的概念,为基于精神属性的地方意象感知研究打开了突破口,但在量表设计上还是套用营销学中Aaker的品牌个性量表,缺乏对地方适用性的考量。本文通过定性、定量方法系统构建适用于地方特征描述的城市旅游地个性量表,实现对主体感知视角下地方精神属性的有效测量。
(2)提取出城市旅游地个性的结构特征。通过实证分析,并基于机器学习中的特征选择和抽取方法,从城市旅游地个性量表中提取出城市旅游地个性的内在结构特征,即四大特征维度,分别命名为城市的“态度”、“气质”、“性格”、“能力”。其中,城市“态度”主要是对城市易亲近程度和质朴程度的描述,城市“气质”主要是对城市情操修为和文化品味的描述,城市“性格”主要是对城市开放程度和活跃程度的描述,城市“能力”则主要是对城市发展实力和积极状态的描述。以上个性特征的提炼为认识精神层面上的人地关系提供了一种概念框架。
(3)发现城市旅游地个性的景观表征媒介及其作用机制。以城市文化景观为切入点,运用机器学习方法发现城市旅游地个性表征的五大景观媒介,即“现代空间景观”、“传统空间景观”、“生态景观”、“生活景观”和“社会景观”。基于属性排序,进一步发现五大景观维度及其所辖景观元素在表征目的地城市个性方面的不同作用,由此揭示地方外在特征与内在属性之间的映照关系与影响机制。
5.2 讨论
本文研究结果显示:①“生活景观”、“现代空间景观”和“社会景观”对表征城市“态度”产生较大作用。培养市民礼仪风尚、加强地方小吃的传统文化注入、提升第一印象区的软硬环境建设等是实现目的地城市“态度”正向表征的重要途径。②“传统空间景观”、“现代空间景观”、“生活景观”和“生态景观”对表征城市“气质”产生较大作用。调查中发现,南京“博学”而不“高雅”(综合来看,本文的研究贡献主要体现在三个方面:在理论上,以城市旅游地为例,为地方精神属性研究提供了一种概念框架和方法体系,研究结论是对精神层面人地关系认识上的丰富;在方法上,引入机器学习这一完全由数据驱动的智能化探索型数据分析手段,为旅游定量研究提供了新的解决思路和方法支撑;在实践上,为城市旅游地个性表征现状与问题提供切实诊断,为城市旅游地实现由内而外的特色彰显提供有针对性和可操作性的指导。在后续研究中,将就非实地表征媒介(如媒体宣传、重大事件等)对城市旅游地个性表征的作用机制展开进一步探讨,并将开展基于不同感知主体、不同类型旅游地的个性表征研究。
The authors have declared that no competing interests exist.
参考文献 原文顺序
文献年度倒序
文中引用次数倒序
被引期刊影响因子
[1] | |
[2] | |
[3] | |
[4] | The presence of ‘seasonal spaces’ such as the Ramadan-related activities associated with Bussorah Street, Singapore, during the holy Muslim month of Ramadan surfaces significant issues on the convergence and management of identity, heritage, space and conservation important to all Singaporeans. Conservation projects to ‘prettify’ or commodify the historic district of Kampong Glam, which contains Bussorah Street had to be revised to include the local tradition of the Ramadan food bazaar but at the adjoining Kandahar Street. Undoubtedly, what is being underlined by this seasonal space is the affirmation of identity, the reclamation of space and the possibility for improved management and economic viability of the Kampong Glam district. However, as stressed in the paper, that while the spirit of Bussorah Street can be construed as forms of spatial or cultural resilience, the new Malay Heritage Centre (Taman Warisan Melayu) located in the district acts as a strong reminder that, ultimately, ‘seasonal spaces’ are still subjected to the calculated considerations of the Singapore urban planners or the governing elite with significant implications for those with strong ethnic and religious connections with the area and its Islamic heritage. |
[5] | . |
[6] | 目的 依托文化意象要素,探索场所精神重建下文化遗产保护与游憩体系的耦合策略,更好地传承场所文化和场所精神.方法 使用野外调查、查阅文献与逻辑推理相结合的方法.结果 原真性、场所精神与游憩体系的逻辑关系实质是对文化遗产内在价值的共识与契合,文化遗产保护与游憩体系耦合式发展是传承文化的有效路径.结论 注重场所精神,优化遗产游憩空间体系,对于快速城市化背景下的中国文化遗产保护与旅游开发具有一定的实践意义. . 目的 依托文化意象要素,探索场所精神重建下文化遗产保护与游憩体系的耦合策略,更好地传承场所文化和场所精神.方法 使用野外调查、查阅文献与逻辑推理相结合的方法.结果 原真性、场所精神与游憩体系的逻辑关系实质是对文化遗产内在价值的共识与契合,文化遗产保护与游憩体系耦合式发展是传承文化的有效路径.结论 注重场所精神,优化遗产游憩空间体系,对于快速城市化背景下的中国文化遗产保护与旅游开发具有一定的实践意义. |
[7] | The author points out the mutual conditioning of natural environment, culture and architecture; with special reference to Prague (the |
[8] | In an increasingly competitive tourism market place, destination marketers face the challenge of attracting tourists through destination branding and destination personality building practices. As places become substitutable, destination personality, defined as the set of human characteristics associated with a destination, is seen as a viable metaphor for crafting a destination’s unique identity. At the conceptual level, the importance of destination personality has been widely acknowledged, but to date, no empirical research has yet identified its dimensions. This research, adopting Aaker’s (1997) Brand Personality Scale, seeks to identify whether tourists ascribe personality traits to destinations. The study results indicate that tourists do indeed use personality attributes in their evaluation of tourism destinations. Destination personality was found to be a three dimensional construct consisting of sincerity, excitement and conviviality. The findings of the study also suggest that destination personality influences destination image and tourists’ intention to recommend. In particular, the conviviality dimension moderates the impact of cognitive image on intention to recommend. The study offers implications for destination marketing strategies and future research areas. |
[9] | |
[10] | Destination branding is growing rapidly as an approach to tourism destination promotion. While this concept has been borrowed from the world of general consumer goods and applied in a number of national tourism destinations, academic analysis of the value and effectiveness of destination branding has emerged more slowly. The present article addresses this paucity of academic scrutiny by examining the value of the destination brand personality construct in distinguishing between two regional tourism destinations. A survey of 480 tourists was conducted adjacent to the Great Barrier Reef in Northern Australia to gather data about the destination image attributes of two regional destinations that were branded by a state destination marketing organization. The results indicated that tourists were able to articulate different destination brand personalities for each region. The results also indicated that more work might need to be done to adapt existing frameworks of brand personality to the tourism context. |
[11] | |
[12] | 基于游客视角,通过自主量表开发,采用探索性因子分析和验证性因子分析,对井冈山旅游品牌个性进行了实证研究。结果表明:井冈山和其他旅游地有所不同,其品牌个性包括"乡风民俗、红色教育、闲适、红色认知、山清水秀"五个基本维度;五个品牌个性维度相互联系,密不可分,构成了井冈山红色旅游地品牌个性特征。结论对井冈山旅游品牌化和品牌定位具有一定的理论与现实意义。 . 基于游客视角,通过自主量表开发,采用探索性因子分析和验证性因子分析,对井冈山旅游品牌个性进行了实证研究。结果表明:井冈山和其他旅游地有所不同,其品牌个性包括"乡风民俗、红色教育、闲适、红色认知、山清水秀"五个基本维度;五个品牌个性维度相互联系,密不可分,构成了井冈山红色旅游地品牌个性特征。结论对井冈山旅游品牌化和品牌定位具有一定的理论与现实意义。 |
[13] | The main objective of the research presented in this article was to develop a scale to position countries on human traits. The scale development procedure followed the admitted sequence for the construction of psychometrically good measuring instruments. A list of human-relevant adjectives was generated from previous personality scales and individual interviews with a sample of French-speaking Canadian adults. Two empirical studies were conducted to reduce the list of adjectives and estimate the underlying personality factor structure. This resulted in the identification of six country personality dimensions which were labeled as follows: agreeableness, wickedness, snobbism, assiduousness, conformity, and unobtrusiveness. A survey was conducted among a sample of 170 French-speaking Canadians to refine the scale, assess its stability and psychometric properties, and test the adequateness of a reduced scale. Both the full (37 items) and reduced (24 items) scales were shown to have a stable structure and good psychometric properties. The article concludes with some marketing applications of the scale for positioning countries and estimating the relative impact of the personality dimensions on attitudes toward countries in general, product鈥揷ountry attitudes, and attitudes toward countries as travel destinations. |
[14] | ABSTRACT The main objective of this research was to develop a comprehensive scale for measuring destination personality of India. A list of human personality traits was prepared from previous personality scales and in depth interviews conducted among foreigners visiting India. Two phase study was conducted to reduce the personality traits and to identify the underlying factor structure. The results indicate that destination personality of India is a multidimensional construct composed of six main dimensions: courteousness, vibrancy, conformity, creativity, viciousness, and tranquility. In the first stage, a 35-item scale has been constructed and checked for stability and psychometric properties. Then, a reduced scale with 23 items having the same psychometric properties and stability as the previous 35-item scale is proposed. This study also discusses about the marketing applications of the scale for positioning destinations and estimating the relative effect of the personality dimensions on product鈥揹estination attitudes, travel-destination attitudes and the overall destination attitudes. |
[15] | As the tourism marketplace is becoming more highly competitive, destination marketers are adopting branding techniques to craft an identity which focuses on the uniqueness of their products —their tourism destinations. Similar to those marketing consumer products, destination marketers have had to turn to branding to distinguish their “products” and to convey a positive message that will motivate the tourists (Roodurmun & Juwaheer 2010). Using a combination of destination image and destination personality as a strategy to differentiate their destination brands from other competing destinations has been necessary for destination marketers (Ekinci & Horsany 2006; Usakli & Baloglu 2011). In addition, the creation of brand saliency—the development of an emotional relationship with the consumer—can hold the key to destination differentiation (Morgan & Pritchard 2010). Successful destination branding involves establishing a mutual relationship between destinations and tourists by satisfying their emotional (i.e. relaxing, pretty) and basic needs (i.e. eating) (Ekinci 2003). |
[16] | The general marketing literature suggests that brand personality, satisfaction, and customer identification with the brand are important drivers of consumer behavior in several contexts. Yet, the literature lacks studies on these constructs' role in tourist behavior. In an endeavor to overcome this research deficit, this study explores the interrelationships among destination personality, tourist satisfaction, and tourist–destination identification, and the extent to which they are important in influencing positive word-of-mouth and revisit intentions. The study employs structural equation modeling to analyze data from 490 Taiwanese consumers reporting on their most recently visited tourism destinations. Findings indicate that (1) destination personality promotes tourist satisfaction, tourist–destination identification, positive word-of-mouth, and revisit intentions; (2) satisfaction encourages identification and word-of-mouth; and (3) identification enhances word-of-mouth and revisit intentions. The paper provides theoretical and managerial implications. |
[17] | 文章以西安市长安区“农家乐”为例,实证分析乡村旅游地品牌个性与游客忠诚的关系,并探讨场所依赖的中介作用。结果显示:(1)乡村旅游地品牌个性中的实惠、喜悦、闲适、健康和逃逸5个维度对场所依赖(包括场所依靠和场所认同)具有显著的正向预测作用,而对游客忠诚具有显著正向预测作用的仅有实惠和闲适两个维度;(2)场所依靠和场所认同在实惠维度与游客忠诚关系间起到了部分中介作用,而在闲适维度与游客忠诚关系间起到了完全中介作用;(3)场所认同在实惠与游客忠诚关系间的中介作用以及它在闲适与游客忠诚关系间的中介作用都是相对较大的,而场所依靠在实惠与游客忠诚及闲适与游客忠诚关系间的中介作用相对较小。 . 文章以西安市长安区“农家乐”为例,实证分析乡村旅游地品牌个性与游客忠诚的关系,并探讨场所依赖的中介作用。结果显示:(1)乡村旅游地品牌个性中的实惠、喜悦、闲适、健康和逃逸5个维度对场所依赖(包括场所依靠和场所认同)具有显著的正向预测作用,而对游客忠诚具有显著正向预测作用的仅有实惠和闲适两个维度;(2)场所依靠和场所认同在实惠维度与游客忠诚关系间起到了部分中介作用,而在闲适维度与游客忠诚关系间起到了完全中介作用;(3)场所认同在实惠与游客忠诚关系间的中介作用以及它在闲适与游客忠诚关系间的中介作用都是相对较大的,而场所依靠在实惠与游客忠诚及闲适与游客忠诚关系间的中介作用相对较小。 |
[18] | ABSTRACT The collective influence of destination personality and affective image on overall image formation of a domestic urban destination and subsequently its influence on tourists’ behavioral intentions were examined in this study. The sample consisted of 361 urban tourists and included both past visitors and nonvisitors of the urban destination under study. Data analysis confirmed the influential role of destination personality and affective image in the formation of overall destination image in both samples. In turn, overall image was a mediator of the relationships of destination personality and affective image with tourists’ behavioral intentions (i.e., intention to revisit the urban destination and intention to recommend the destination to others). Analysis of the data supported a two-factor solution of the destination personality construct, with the personality traits of sincerity and excitement emerging in the domestic urban context to influence past visitors’ and nonvisitors’ overall destination image perceptions. |
[19] | The purpose of this study was to explore which kinds of emotions were evoked by the postcards of an Italian tourism destination and whether their affective components influenced the perception of the tourism destination's identity. The study also explored the relationship between personality traits and emotions. The empirical data was obtained by a convenient sample of 110 tourists who were asked to evaluate two of ten selected postcards of Polistena (located in the South of Italy). After a preliminary evaluation, two postcards were analysed in terms of affective feeling and personality traits. The findings reveal that the postcards evoked emotions that encouraged tourists to travel. The personality traits conscientiousness and emotional stability highlighted the fact that tourists are accurate in selecting and sending exclusive postcards for communicating ideas about the holiday destination that they visited to others. Finally, some considerations regarding the role of postcards in improving tourism are discussed. |
[20] | The purpose of this research was to investigate the perceived destination personality of Las Vegas and to examine the relationships among destination personality, self-congruity, and tourist’s behavioral intentions. A convenience sample of 382 visitors to Las Vegas was surveyed, and 368 usable questionnaires were analyzed. The findings of the study indicate that tourists ascribe personality characteristics to destinations and that the perceived destination personality of Las Vegas is five dimensional: vibrancy , sophistication , competence , contemporary , and sincerity . These dimensions have a positive influence on tourists’ intention to return and intention to recommend. The study also supports the self-congruity theory within the context of tourism destinations, indicating that both actual congruity and ideal congruity have a positive impact on behavioral intentions. The study concludes that self-congruity is a partial mediator on the relationship between destination personality and tourist’s behavioral intentions. The practical and theoretical implications are discussed within the contexts of destination branding and the self-congruity theory. |
[21] | Destination personality, as a viable metaphor of destination marketing, has attracted considerable attention, although empirical studies on this concept remain few. Based on tourism marketing literature, a model depicting the relationships among cognitive destination image, destination personality, and behavioral intentions is proposed. Using an on-site survey of 500 foreign tourists visiting Beijing, an emerging destination, the current study empirically validates that (a) competence, excitement, sophistication, and ruggedness are four building blocks of destination personality; (b) built environment, socially responsible environment, and local people are important in projecting destination personality; and (c) destination personalities—such as competence, excitement, and sophistication—drive tourists' behavioral intentions. The current study provides theoretical implication for knowledge advancement and managerial implications for destination marketing. |
[22] | The study examines Jamaica’s destination image and brand personality, and how they relate to future tourist behavior. An integrative model of tourist behavior, involving destination image (cognitive, affective, and overall), destination personality, and behavioral outcomes was developed and tested for first-time and repeat visitors separately. In additon, qualitative questions about destination images and characteristics were used to reveal Jamaica’s specific brand image and personality characteristics. The study found varying influences of cognitive image, affective image, and destination personality on global image and behavioral intentions for first-time and repeat visitors. The qualitative responses revolved around attractions, culture, and environment. The practical implications are discussed. |
[23] | . |
[24] | The purpose of this study was to explore urban tourists' perceptions of the personality of a mid-sized city destination in Greece and to assess the effect of destination personality on the city's overall image and tourists' behavioural intentions. Experience with the destination was taken into account as the sample consisted of three distinct groups of urban tourists: local residents, past visitors of the city and non-visitors. Through a mixed-methods approach,excitementandsinceritywere found to be the predominant personality characteristics of the destination across all respondents. Further analyses offered support for the significant role of personality in influencing overall destination image and predicting tourists' intention to (re)visit the city or recommend it to others. Differences among the three groups as well as implications of the findings for branding small or mid-sized urban destinations are also discussed. |
[25] | Tourism destinations increasingly use brand-personification strategies to evoke favorable consumer reactions. These reactions, however, may hinge on cultural differences. This paper investigates the relationships among nation brand personality perceptions, consumer brand-self congruity, and the visit intention of a country as a tourism destination. Brand-self congruity is examined as a mediator of the relationship between brand personality perception and visit intention. Of Hofstede's cultural dimensions, individualism and uncertainty avoidance are the most relevant dimensions for brand-self congruity. Based on representative samples of consumers from five countries (Italy, the UK, Czech Republic, Poland, and Russia) and using Slovakia as a sample tourism destination, the effect of individualism and uncertainty avoidance on the relationship between brand self-congruity and visit intention is studied. Individualism and uncertainty avoidance moderate the congruity – visit intention relationship – but in a negative way, contrary to our expectations. Important implications are derived for both tourism research and destination management. |
[26] | This study aims to develop a destination personality scale utilizing a sample of mainland Chinese travelers and examine the impact of this new scale on tourists' travel attitudes and behaviors using a two-step mixed method approach. Results yield an 18-item five-dimensional destination personality scale (competence, sacredness, vibrancy, femininity, and excitement) with desirable reliability, construct validity, and predictive validity. Except for “vibrancy”, the other four dimensions are found to be significant determinants of travelers’ actual self-congruity, ideal self-congruity, and destination loyalty. Results suggest that “competence” and “femininity” are the primary determinants of three criterion variables when all other dimensions are controlled for. This study provides empirical evidence for the necessity of developing a culture-specific destination personality scale under the Chinese cultural context. Destination managers could use this scale to evaluate and identify their primary destination personality characteristics, and adjust their current promotion strategies to target travelers from mainland China more effectively. |
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[29] | In this investigation, the extent to which a computer's message style influences consumers with different personality types is investigated. Two experiments are presented. In Experiment 1, a computer is used to display advice and information regarding products that the participant is asked to consider purchasing. In Experiment 2, a computer is used to present participants with a variety of news and entertainment selections. The results indicate that computers are more effective as agents of influence when the computer's message style matches the participant's personality type. Theoretical and practical implications of this finding are discussed. |
[30] | |
[31] | This paper investigates the nature of the dialogue between marketers and consumers, and in particular, considers some aspects of the effect of the personality of agency creatives (those who develop and design advertising) on that dialogue. The research was conducted with eight advertising creatives and one branding consultant, and all were encouraged to talk about their experiences in creating and interpreting brand personalities. They were asked to indicate what kind of animal they most resembled personally, and how this had affected their approach to their creative work. The creatives were also asked to bring samples of their best work, a task which they interpreted as meaning samples of their favourite work. This encouraged discussion about the relationship between the individual and the communication. The responses made it apparent that the personalities of creatives impact on the final brand personality firstly insofar as the creatives will tend to produce work that reflects their own personalities, and secondly insofar as clients will tend to choose agencies that have similar brand personalities to those of the brand being promoted. |
[32] | The need for a comprehensive model of personality traits acceptable to the entire community of personality researches has often been acknowledged. In this article, two such models are compared. Eysenck scales measuring neuroticism, extraversion, psychoticism and lie are correlated with self-report and peer-rating measures of the five-factor model—neuroticism, extraversion, openness to experience, agreeableness and conscientiousness—in a sample of adult men and women. Findings suggest that: (1) neuroticism and extraversion factors from the two systems match well; (2) sociability and impulsivity are distinguishable traits, but both fall within the broad domain of extraversion; (3) the EPI L scale measures aspects of several substantive traits rather than a response bias; (4) openness to experience is not well-represented in the Eysenck system; and (5) psychoticism corresponds most closely to the low poles of agreeableness and conscientiousness. |
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[34] | Abstract A review of the literature on branding in general, and on destination branding more specifically, raises several questions about the branding of tourist destinations. What is clear is that confusion exists in the concept of ‘brand’ in the tourist destination context. This panel study was designed to explore how experts perceive the meaning of destination branding and its main characteristics. Five propositions were developed and explored in regards to the lack of clear definition of destination brand, the confusion between brand and image, the lack of conception of similarities and differences between branding for consumer products and tourist destinations, the difficulty of identifying one symbol for countries, and the lack of commonly-known brands of tourist destinations. This article then proposes a model of branding and its ramifications in the tourism destination context, as well as providing several methodological, theoretical and practical implications. |
[35] | In response to criticism on brand personality measures that embrace other aspects besides brand personality, we developed a new brand personality measure consisting of personality items only. 12,789 Belgian respondents participated in a study on 193 brands. The new scale consists of five factors that show an affinity with the Big Five of human personality. Unlike existing scales, this new measure proved to be reliable for between-brand between-category comparisons, for between-brand within-category comparisons, and for between-respondent comparisons. Moreover, the scale showed high test-retest reliability and cross-cultural validity (in the US and nine other European countries). |
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[42] | 文化景观作为文化地理学的一大研究主题 ,吸引了许多****的关注。本文从景观和文化景观的内涵出发 ,从文化景观起源和变迁、文化景观感知和解释、文化景观组成、文化景观类型、景观生态、景观保护和规划等六个方面 ,深入探讨了文化景观研究的近今进展。 . 文化景观作为文化地理学的一大研究主题 ,吸引了许多****的关注。本文从景观和文化景观的内涵出发 ,从文化景观起源和变迁、文化景观感知和解释、文化景观组成、文化景观类型、景观生态、景观保护和规划等六个方面 ,深入探讨了文化景观研究的近今进展。 |
[43] | 以南京市为例,通过对旅游攻略的数据挖掘,构建景点间游客流动的关系矩阵,对流动格局、机制和模式进行了系统地分析,研究表明:1景点具有明显的层级性,市级中心景点在流动网络中处于核心地位;中山陵为扩散型景点,而新街口、夫子庙为集聚型景点,其他大部分景点为平衡型景点。2距离对景点间流动起着重要影响,流量距离衰减特征明显;市级中心景点流动涉及面较广,对整体流动具有较强的支配作用。3景点间流动是景点流入度、流出度和景点间距离共同作用的结果,其流动符合基于幂函数的威尔逊流动模型,且游客在城市内部景点间流动对距离的敏感度相对城市间、城市内部居民日常流动较低。4南京景点可划分为3个系统:中山陵景点系统、夫子庙景点系统和中心城区景点系统,并抽象出3种结构类型:单中心扩散结构、单中心集聚结构和多中心平衡结构;在流动模式上,主要流动多存在于主要节点之间,次要流动多存在于主要节点和次要节点之间以及次要节点之间,一般流动多存在于次要节点和一般节点之间以及一般节点之间。 . 以南京市为例,通过对旅游攻略的数据挖掘,构建景点间游客流动的关系矩阵,对流动格局、机制和模式进行了系统地分析,研究表明:1景点具有明显的层级性,市级中心景点在流动网络中处于核心地位;中山陵为扩散型景点,而新街口、夫子庙为集聚型景点,其他大部分景点为平衡型景点。2距离对景点间流动起着重要影响,流量距离衰减特征明显;市级中心景点流动涉及面较广,对整体流动具有较强的支配作用。3景点间流动是景点流入度、流出度和景点间距离共同作用的结果,其流动符合基于幂函数的威尔逊流动模型,且游客在城市内部景点间流动对距离的敏感度相对城市间、城市内部居民日常流动较低。4南京景点可划分为3个系统:中山陵景点系统、夫子庙景点系统和中心城区景点系统,并抽象出3种结构类型:单中心扩散结构、单中心集聚结构和多中心平衡结构;在流动模式上,主要流动多存在于主要节点之间,次要流动多存在于主要节点和次要节点之间以及次要节点之间,一般流动多存在于次要节点和一般节点之间以及一般节点之间。 |
[44] | 品牌个性维度一直是营销理论研究和营销实践领域中的一个热点课题.Jenniffer Aaker于1997年首次系统地发展了基于美国的品牌个性维度及量表,日本和西班牙的品牌个性维度及量表也相继诞生.然而,中国的本土化品牌个性维度及量表却仍然是一个空白.本文首先采用了西方的词汇法、因子分析和特质论作为方法论基础,以来自中文语言、中国的品牌为内容,经中国消费者的实证研究发展出中国的品牌个性维度及量表,并从中国传统文化角度阐释了中国的品牌个性维度--"仁、智、勇、乐、雅".然后本文对中国的品牌个性维度与美国、日本的品牌个性维度进行了跨文化比较研究. . 品牌个性维度一直是营销理论研究和营销实践领域中的一个热点课题.Jenniffer Aaker于1997年首次系统地发展了基于美国的品牌个性维度及量表,日本和西班牙的品牌个性维度及量表也相继诞生.然而,中国的本土化品牌个性维度及量表却仍然是一个空白.本文首先采用了西方的词汇法、因子分析和特质论作为方法论基础,以来自中文语言、中国的品牌为内容,经中国消费者的实证研究发展出中国的品牌个性维度及量表,并从中国传统文化角度阐释了中国的品牌个性维度--"仁、智、勇、乐、雅".然后本文对中国的品牌个性维度与美国、日本的品牌个性维度进行了跨文化比较研究. |
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[50] | 书法景观是一种代表中国特色文化符号的文化景观,景观知觉维度研究是了解这种景观基本特征的手段.本文将尝试开放问卷对书法知觉场所地方记忆报告结果进行编码,并构建专门计算公式进行权重计算,结果表明书法景观主要知觉维度可归为6类:知觉时间、地理环境、书法特性、书法载体形式、价值和个体心理,并揭示了热点景点书法景观的知觉维度特征.眼动仪分析结果表明旅游景点的书法景观作为地域标志和景观标志,在公众知觉过程中占有重要地位.相对园林、湖泊和海滨景点内的书法景观,公众更多知觉到了山岳和宫殿庙宇内的书法景观.利用知觉频数描述了不同类型书法景观的地理场所公众知觉特征,根据书法景观知觉频率可将这些场所划分为景点、与人们生活息息相关的场所、新闻媒体和广场三个层次.本文的研究实际上也为中国特色文化景观的实证研究提供了一个有效的方法. . 书法景观是一种代表中国特色文化符号的文化景观,景观知觉维度研究是了解这种景观基本特征的手段.本文将尝试开放问卷对书法知觉场所地方记忆报告结果进行编码,并构建专门计算公式进行权重计算,结果表明书法景观主要知觉维度可归为6类:知觉时间、地理环境、书法特性、书法载体形式、价值和个体心理,并揭示了热点景点书法景观的知觉维度特征.眼动仪分析结果表明旅游景点的书法景观作为地域标志和景观标志,在公众知觉过程中占有重要地位.相对园林、湖泊和海滨景点内的书法景观,公众更多知觉到了山岳和宫殿庙宇内的书法景观.利用知觉频数描述了不同类型书法景观的地理场所公众知觉特征,根据书法景观知觉频率可将这些场所划分为景点、与人们生活息息相关的场所、新闻媒体和广场三个层次.本文的研究实际上也为中国特色文化景观的实证研究提供了一个有效的方法. |