ABSTRACT

This article presents findings of a study concerned with destination image of Kyrgyzstan. As online narratives provide an important source for destination image formation, the present study analyzed a total of 360 travel blogs about the country with a computer-assisted program, Leximancer 4.5. Analysis suggested that the image of Kyrgyzstan as a destination is mainly associated with nomadic culture and natural resources. It also indicated that foreign visitors view the country as a transit, not a final destination, and that the critical aspect of the country’s image is its poor transportation infrastructure. The article encourages destination marketers and policymakers to take relevant measures to create positive images of the country. Additionally, it recommends that natural resources as well as cultural endowment should be capitalized on, and transportation infrastructure should be improved.

摘要

本文介绍了一项与吉尔吉斯斯坦目的地形象有关的研究结果。由于在线叙述为目的地形象形成提供了重要来源，本研究使用计算机辅助程序 Leximancer 4.5 分析了总共 360 个有关该国的旅游博客。分析认为，吉尔吉斯斯坦作为目的地的形象主要与游牧文化和自然资源有关。它还表明，外国游客将该国视为一个过境点，而不是最终目的地，该国形象的关键方面是其糟糕的交通基础设施。文章鼓励目的地营销人员和政策制定者采取相关措施来塑造该国的正面形象。此外，它建议应利用自然资源和文化禀赋，