游客对目的地的形象感知受其文化背景的影响。本文以泰山景区的日本和英美游客为例，通过对Trip?Advisor?游记的文本分析，探讨国外游客对泰山形象的感知差异，并利用Hofstede文化维度理论，从文化背景的角度深刻探讨文化对游客目的地形象感知的影响。研究表明：与英美游客相比，日本游客对泰山形象总体满意度相对较低，对泰山的认知形象感知中，对历史文化景观关注度更高，对当地环境更加了解；情感形象感知中使用了较多的消极词汇。感知差异的主要原因在于与英美国家相比，日本权利距离、阳刚气质指数、不确定性规避指数、长期导向指数较高，而个体主义指数和放纵指数较低。因此，应当根据不同客源国的文化实施不同的营销策略，改善游客对泰山形象的感知。

Tourists’perception?of?destination?image?is?influenced?by?their?cultural?background,?so??this?study?takes?Japanese,?British?and?American?tourists?in?Taishan?as?examples,?and?discusses?the?differences?of?foreign?tourists’?perception?of?Taishan?image,?through?text?analysis?of?tourist?comment?on?TripAdvisor?from?2014?to?2018.?Interpretation?of?the?differences?are?made?based?on?Hofstede’s?cultural?dimensions?theory.?Findings?show?that,?firstly,?in?comparison,?the?overall?satisfaction?with?Taishan?image?of?Japanese?tourists?is?lower?than?that?of?British?and?American?tourists?.?Secondly,?Japanese?tourists’?perception?of?the?cognitive?image?of?Taishan?features?more?attention?to?the?historical?and?cultural?landscape?of?Taishan,?a?clearer?understanding?of?the?local?environment,?and?full?preparation?before?climbing.?Thirdly,?more?negative?words?are?used?by?Japanese?tourists?in?emotional?image?perception.?The?main?reason?for?the?different?perception?is?different?cultural?background?of?the?tourists.?Japanese?culture?ranks?higher?in?power?distance,?masculinity-feminism?index,?uncertainty?aversion?index,?long-term?orientation,?while?lower?in?individualism?index?and?indulgence?index.?It?is?of?great?importance?to?launch?different?marketing?strategies?in?accordance?with?the?culture?of?different?source?countries?to?improve?tourists’?perception?of?tourists?destination?image.

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