’99世博会对昆明城市形象的影响研究  

THE IMPACTS OF MEGA-EVENT ON URBAN IMAGE: A CASE STUDY OF EXPO '99 KUNMING

作　　者：戴光全[1] 保继刚[1] 

机构地区：[1]中山大学旅游发展与规划研究中心

出　　处：《人文地理》2006年第1期29-33,共5页Human Geography

基　　金：国家自然科学基金资助项目(40171027)

摘　　要：使用问卷调查数据,从世博会的形象、世博园与昆明的形象、世博园在潜在游客中的形象位置、世博园在昆明景区中的相对形象地位等四个方面研究'99昆明世博会对昆明城市形象的影响问题,通过量化研究,得出世博会和世博园都对昆明的形象产生了较好的推动作用、世博会结束后世博园的形象与世博会的形象认知产生了分离现象的结论,分析了世博园尚未成为来昆游客游览和旅行社组织旅游线路首选景点的原因。Mega-events have extensive and long-time impacts on destinations, which include tangible and intangible effects （Dwyer, et al, 2000）. ＂It＇s difficult to evaluate the intangible impacts of mega-events, which include effects on social life and group welfare, proudness provocated by the event, and long-term impacts on the regional or tourism destination＇s image.＂（Allen J., et al, Chinese Edition, 2002）. Among the intangible impacts, the image effects are important one （Getz, 1997）. Shaping destination image and extend it after the event is one of government＇ s obvious objectives to bid and host mega-event especially shaping image according to destination place or its attractions, meanwhile government always use mega-event to turn over the old negative image （Allen J., et al, Chinese Edition, 2002）. Taking the 14th International Horticulture Exposition held in Kunming 1999 （i.e. Expo ＇99 Kunming） as case, the paper made a large amount of samples survey including universitystudents in Kunming ＆ Guangzhou, families of Yunnan Province, outlander families in Kunming and Kunming＇s tour operators during September to October 2003, in which 2,945 questionnaires were sent and 2,654 taken back. The survey＇s data are statistically treated with SFSS to analyses the impacts of Expo ＇ 99 Kunming on Kunming Urban image fi＇om five points as followed： the image of the Expo, the image position of Expo garden in latent tourists, Expo Garden＇s image and kunming＇ s urban image and the relative position of Expo Garden compared to other sight spots of Kunming. The conclusions are that the Expo and Expo Garden have the same effects on shaping and promoting the image of Knnming and Yunnan, and that the Expo garden＇ s image has detached fi＇om the image of the Expo itself alter Expo ＇ 99 Kunming ended. The paper also indicates that although the Expo Garden has gained an image attraction enough to contend with Stone Forest, one worldwide famous sight spot in Kunming it has not become preferr

关 键 词：’99昆明世博会 城市形象 影响研究 

分 类 号：F592[经济管理—旅游管理]