A study on tourist destination image perception and cultural communication of Hong Lou Meng: a case study of Rongguo Mansion in Zhengding
红楼梦旅游目的地形象感知与文化传播研究—以正定荣国府为例

摘要

本文以正定荣国府为研究对象，探讨其作为《红楼梦》旅游目的地的形象感知与文化传播策略。研究采用行动者网络理论，分析景区经营者和游客两个主要利益相关者在文化传播中的作用。通过文献回顾，发现正定荣国府在红楼文化传播中具有重要地位，但其知名度和研究价值有待提升。景区经营者通过组织学术合作和开展文创商业活动，积极传播红楼文化；游客感知分析基于携程旅行网站的评论数据，结果显示游客对正定荣国府的红楼文化、景区环境、商业活动和游客体验有积极评价，但也指出了一些需要改进的地方。研究发现，正定荣国府通过有效的文化管理策略和游客的评论反馈，增强了红楼文化在海内外的影响力，同时也为当地旅游业的发展做出了贡献。本文为理解和提升《红楼梦》旅游目的地的文化传播效果提供了新的研究视角和方法。

Abstract

This paper takes Zhengding Rongguo Mansion as the research object to explore its image perception and cultural communication strategy as a Hong Lou Meng tourist destination. The study adopts the actor-network theory to analyze the role of two main stakeholders, scenic area operators and tourists, in cultural communication. Through literature review, it is found that Rongguo Mansion in Zhengding plays an important role in the communication of Red Mansions culture, but its popularity and research value need to be improved. Scenic area operators actively spread the Red Mansion culture by organizing academic cooperation and carrying out cultural and creative business activities; the tourist perception analysis is based on the comment data of Ctrip travel website. The results show that tourists have positive comments on the Red Mansion culture, scenic area environment, commercial activities and tourist experience of Rongguo Mansion in Zhengding, but also point out some areas that need improvement. The study found that Zhengding Rongguo Mansion has enhanced the influence of Red Mansion culture at home and abroad through effective cultural management strategies and tourists' comment feedback, and has also contributed to the development of local tourism. This paper provides a new perspective and method for understanding and improving the cultural communication effect of the Hong Lou Meng tourist destination.