基于IPA方法的城市滨水区旅游形象感知影响因子分析——以南京沿江地区为例  

Reasearch on Influential Factors of Perception of Urban Waterfront Tourism Image Based on IPA——A Case Study in Nanjing

作　　者：陆杏梅[1] 沙润[1,2] 田逢军[3] 

机构地区：[1]南京师范大学地理科学学院,江苏南京210046 [2]三江学院旅游学院,江苏南京210012 [3]江西财经大学旅游与城市管理学院,江西南昌330013

出　　处：《南京师大学报（自然科学版）》2010年第2期120-125,共6页Journal of Nanjing Normal University(Natural Science Edition)

基　　金：国家社会科学基金(07BJY133)

摘　　要：滨水区是重要的城市旅游区,对其旅游形象进行有效分析,进而抓住旅游者感知的主要影响因子,能促进旅游地形象更具针对性的建设.本文运用因子分析法从26个项目中提取了影响南京沿江地区旅游形象的6个主要公因子(包括16个项目),配对样本t检验进一步表明16个项目的重要性和满意度之间存在显著差异.在此基础上,运用IPA方法划分出南京沿江旅游形象塑造的4种类型:积极提升型、控制优化型、适度发展型和重点推进型,并进一步确定了各项目在4种类型中的定位.Urban waterfront is an important kind of tourism area,the effective analysis in an effort to find the major factors of perception of urban waterfront tourism image is believed to promote the construction of tourism image.This paper carries out the factor analysis method to evaluate the six major factors of the image perceived of urban waterfront in Nanjing,including 16 items from the original 26 ones.By the means of paired-sample t test,the findings indicate significant differences existing between the importance and performance of the sixteen items respectively.Based on above analysis,the Importance-Performance Analysis（IPA） has been applied to identify the sixteen items that are most in need of improvement or that are candidates for possible cost-saving conditions without significant detriment to the image.

关 键 词：城市滨水区 旅游形象 因子分析法 IPA方法 

分 类 号：F590[经济管理—旅游管理]