2010年上海世博会对上海市旅游形象影响研究——基于安徽旅游者的认知评价分析  

The Impacts of 2010 Shanghai World Expo on Tourism Image of Shanghai——An analysis based on cognitive evaluation of Anhui tourists

作　　者：秦衍[1] 陆林[1] 

机构地区：[1]安徽师范大学国土资源与旅游学院旅游发展与规划研究中心,安徽芜湖241003

出　　处：《安徽师范大学学报（自然科学版）》2012年第2期182-187,共6页Journal of Anhui Normal University(Natural Science)

基　　金：国家自然科学基金(40771059)

摘　　要：本研究以2010年上海世博会和上海市旅游形象之间的关系为主题,以世博园的安徽游客作为研究群体,借助调查问卷,从旅游目的地的认知形象、情感形象、整体形象及世博园在上海市旅游景点中的相对形象地位四个方面分析上海世博会对上海市旅游形象的影响.通过定量分析,得出:一方面,世博会和世博园都对上海市旅游形象产生了较强的提升作用.另一方面,世博园只是在世博会期间成为首选景点,还没有完全成为上海最出色的景点.在此基础上,对重大事件与举办地旅游形象的相互关系做出了进一步解释.This research analyzed the correlation of 2010 Shanghai World Expo and the Shanghai tourist image,through questionnaires among Expo visitors from Anhui province.The survey＇s data are statistically treated with SPSS to analyse the impacts of 2010 Shanghai World Expo on Shanghai tourist image from four points as follows： perceptual evaluation,affective appraisal,overall image and the relative position of Expo Garden compared to other sight spots of Shanghai.The conclusions are： both the Expo and Expo Garden have effects on shaping and promoting the image of Shanghai tourism,however,although the Expo Garden has gained the best choice during the Expo,it has not become preferred sight spot when people travel to Shanghai.In the end,further explanation of the relationship between mega-event and tourist destination image were also given.

关 键 词：世博会 旅游形象 游客认知 

分 类 号：F592.99[经济管理—旅游管理]