南京城市旅游形象探讨  

Study on Nanjing Urban Tourism Image

作　　者：徐菲菲[1] GU Kai 万绪才[1] 刘沛林[3] 

机构地区：[1]南京财经大学旅游系 [2]加拿大滑铁卢大学环境学院 [3]衡阳师范学院旅游管理系,湖南衡阳421000

出　　处：《地理与地理信息科学》2005年第3期93-96,共4页Geography and Geo-Information Science

基　　金：南京财经大学校级课题资助项目;南京市科技局软科学项目(200403048);教育部人文社会科学研究项目(03JD630020)

摘　　要：该文通过结构法和非结构法相结合,对南京城市旅游形象进行问卷调查,发现游客对南京形象的认知主要集中在"古老"、"绿化好"和"文化底蕴深厚"方面。南京在旅游信息获取、旅游事件、娱乐项目和文化氛围方面与游客的期望值差距较大。今后需通过城市景观管理促进旅游形象建设;通过强化系列旅游活动的开发塑造旅游形象;通过有针对性地宣传促销强化旅游形象,把南京建设成为充满独特魅力的"六朝古都,文化南京"。In a long time,urban tourism image is the focus of researches at home and aboard.Through a questionnaire survey on measurement of urban tourism image of Nanjing,400 samples were collected from January to March,2003 around Dr Sun Yatsen's Mausoleum and Confucius Temple area,which are the main scenic spots in Nanjing.Four questions were asked: 1) Please describe Nanjing City with one word,in order to obtain the integrative image of Nanjing from tourists;2) Please evaluate scenic spots which you have visited,in order to investigate the reputation and popularity of some scenic spots;3) Please evaluate your expectation and confirmation of tourism image indexes scaling from 1-5,in order to compare the differences;4) Please tell me where did you get the information of the city,this is to understand the exist tourists'information channel.The result shows that Nanjing is lacking of an integrative image.Tourism image of Nanjing mainly focuses on 'old','well virescence'and'rich in cultural heritages'.Through both structured and non-structured measurement,comparing the expectation and confirmation of tourists'image about Nanjing,the result shows that tourist information gathering,tourism event,recreational program and culture atmosphere need to be enhanced.Among the existing tourist sites,the popularity and good reputation of some scenic spots both need to be improved.And tourists'learning channel about Nanjing still relies on the non-tourism communication stage,which means tourists already have some images in their mind before they come to Nanjing.How to improve the competitiveness of Nanjing City and set up tourism image becomes more and more important for the city.Through analysis of Nanjing urban tourism resources,landscape features and culture characteristics,with a combination of the result of the questionnaire survey,this paper points out the position of urban tourism image of Nanjing.In the future,tourist image should be promoted by urban landscape management,tourism program operating,marketing and advertising,and th

关 键 词：城市旅游形象 南京 问卷调查 文化底蕴 信息获取 文化氛围 娱乐项目 形象建设 景观管理 旅游活动 结构法 期望值 游客 强化 塑造 促销 

分 类 号：F590[经济管理—旅游管理] G645.5[经济管理—产业经济]