出版科学 ›› 2021, Vol. 29 ›› Issue (2): 66-.

• 发行学 发行工作 • 上一篇    下一篇

文化旅游视角下基于网络评论的乡村书店形象感知分析
—以先锋书店（乡村店）为例

  

  1. （华中科技大学新闻与信息传播学院，武汉，430074）
  • 出版日期:2021-03-15 发布日期:2021-04-03
  • 作者简介:孙明慧，华中科技大学新闻与信息传播学院 2018 级硕士生 ；陈少华，华中科技大学新闻与信息传播学 院副教授、硕士生导师。

Perception Analysis of Rural Bookstores Based on Internet Reviews from the Perspective of Cultural Tourism ：Take Xianfeng Bookstore （rural store） as an Example

  1. （School of Journalism and Information Communication， Huazhong University of Science and
    Technology， Wuhan， 430074）
  • Online:2021-03-15 Published:2021-04-03

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摘要：

近年来，随着乡村振兴战略的推进，我国一些风光秀丽的乡村陆续出现了以旅游为导向
的乡村书店。这些乡村书店在乡村振兴中表现积极，不仅带动了乡村旅游的发展，还将一部分城市
文明和优质资源带到乡村，为实体书店行业的转型探索新的发展路径。本文以先锋书店旗下四家乡
村书店为例，立足文化旅游视野，围绕文化旅游活动的主体—旅游者对乡村书店的旅游体验感知
展开研究，探究旅游者对此类乡村书店的形象感知，通过游客对乡村书店认知形象和情感形象的感
知分析，梳理乡村书店的形象主题特征并构建影响旅游者产生负面情感体验因素的模型，分析乡村
书店经营发展中存在的问题，从经营者和政府两个层面提出启示和建议。

Abstract:

In recent years， with the advancement of the rural revitalization strategy， tourism- 

oriented rural bookstores have appeared one after another in some beautiful rural areas in my country.

These rural bookstores have been active in rural revitalization， not only spurring the development of
rural tourism， but also bringing part of urban civilization and high-quality resources to the countryside，
exploring a new development path for the transformation of the physical bookstore industry. This article
takes four rural bookstores under Xianfeng Bookstore as an example， based on the perspective of
cultural tourism activities， and focuses on the subject of cultural tourism activities-tourists’ perception
of rural bookstores， and explores tourists’ perception of the image of such rural bookstores. Tourists’
perception of the cognitive image and emotional image of rural bookstores is analyzed， the image
theme features of rural bookstores are integrated， and a model of factors that affect tourists’ negative
emotional experience is constructed. The problems existing in the development of rural bookstores are
summarized. From the perspective of operators and the government provide enlightenment and
suggestions at all levels.

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