基于“三地”分析理论的昆明市旅游形象研究  

RESEARCH ON THE TOURISM IMAGE OF KUNMING BASED ON THE"THREE PLACES"ANALYSIS THEORY

作　　者：徐尤龙[1] 杨懿[1] 康嫄洁[1] 

机构地区：[1]云南大学工商管理与旅游管理学院,云南昆明650091

出　　处：《云南地理环境研究》2012年第6期28-34,共7页Yunnan Geographic Environment Research

摘　　要："三地"分析理论是一种旅游形象分析和定位的系统性理论方法。以昆明市的旅游形象为案例做应用研究。采用现场问卷和网络问卷相结合的调查方法,运用SPSS17.0进行统计分析,对昆明市的旅游形象进行测量,得出以下结论:昆明市的核心旅游资源为气候、鲜花和云南民族村;昆明的旅游形象竞争地主要是丽江、大理、景洪;昆明市的理念形象为"春城"、"花都"和"民族文化大观园";昆明现有的旅游口号——"昆明天天是春天"的知名度和美誉度低,但游客对昆明的认可度高。运用旅游形象口号的两轮检验法和"三度"评价法,发现昆明最符合要求的旅游口号为"高原明珠,魅力春城"。应用研究表明,旅游形象分析和定位要综合考虑旅游地、竞争地和客源地的各种因素和关系,是一个不断修正的过程,"三地"分析理论有其应用价值。The ＂three places＂ analysis theory is a kind of systematic method for tourism image analysis and posi- tioning. This paper takes Kunming as a case for application research. Using the ＂Three Places＂ analysis theory, the paper makes a systematic research on the tourism image of Kunming. Adopting questionnaire methods, combi- ning field and network survey, exercising SPSS17.0 statistical analysis, measuring the tourism image of Kun- ming, it finds： the core tourism resources of Kunming are the climate, flowers and Yunnan Nationalities Vil- lage; the main competitive destinations of tourism image of Kunming are Lijiang, Dali and Jinghong; the con- cept images of Kunming are the ＂Spring City＂, ＂Flower Capital＂ and ＂National Culture Garden＂ ; ＂Kunming, every day is Spring＇, which is Kunming＇ s tourism slogan now, has a low popularity and reputation, while tourists have a high reception to Kunming. From the twice test and ＂three - degree＂ assessment method, we find the best tourism slogan met the requirements of Kunming is ＂the Pearl of Plateau, an Attractive Spring City＂ ~ The application study shows that tourism image analysis and positioning need to consideration various factors and relations among the destination, competitive destinations and tourists＇ residences, and it is a constant process of correction. That is the application value of ＂three places＂ analysis theory.

关 键 词：“三地”分析 旅游形象 昆明 

分 类 号：F592[经济管理—旅游管理]