旅游目的地形象测量与分析——以桂林为例  

Measurement and Analysis of Images of Tourist Destinations——A case study of Guilin

作　　者：王力峰[1] 齐静文[1] 

机构地区：[1]桂林理工大学旅游学院

出　　处：《浙江国际海运职业技术学院学报》2009年第3期33-38,共6页Journal of Zhejiang International Maritime College

摘　　要：旅游形象的准确塑造来源于旅游资源与旅游消费者市场之间的互动。要详尽了解旅游目的地资源特色和消费者感知，就必须进行合理的旅游目的地形象测量。文章以桂林为例，通过测量分析桂林的实际形象、广告宣传形象和游客感知形象，借助spss等统计分析软件综合分析对比了三者之间的一致性和差异性，并从差异性描述中提出了桂林旅游市场应该调整的营销策略。The exact tourism image comes from the result of interaction between the tourism resources and the consumer market. To make a detailed understanding of tourist destinations on the resource characteristics and consumer perceptions, it has to do a reasonable measurement of tourist destination images. This paper takes Guili as an example, by measuring and analysing the actual image, advertising image and the image of tourist perceptions of Guilin, using SPSS statistical analysis software, and makes a comprehensive analysis on the basis of comparing the consistency and differences between the three images, then puts forword the marketing strategy Guilin tourism market should adjust from the differences proposed.

关 键 词：旅游目的地形象 形象测量 营销策略 桂林 

分 类 号：F590[经济管理—旅游管理]