基于市场认知的桂林国际旅游形象评价研究  

The Evaluation of International Tourism Image in Guilin Based on Tourist's Cognition

作　　者：赵现红[1] 

机构地区：[1]河南财经政法大学旅游与会展学院,河南郑州450002

出　　处：《旅游论坛》2013年第2期67-71,共5页Tourism Forum

基　　金：教育部人文社科研究规划基金项目(12YJAZH204)

摘　　要：依据相关形象理论,实证分析桂林国际旅游市场的本底形象、实地认知形象以及两者之间的互动关系。结果发现:桂林的国际旅游知名度高达84.8%,好评指数3.5;实地体验之后,入境旅游者对桂林"安全性"、"友善性"、"独特性"形象的评价指数分别为4.18、4.04和4.01,而对"神秘性"和"古朴性"形象评价一般;桂林旅游形象的刻板效应非常显著,本底形象与实地认知形象呈现较强的正向相关性。在人们对广告充满排斥心理的情况下,目的地应通过提升服务质量而在市场上树立良好的本底形象,这远比单纯地炒作"知名度"更有意义。Potential tourists＇ perception of tourism destination image is the beginning of the selective behavior, and the image will affect tourist Sequent behaviors. The paper, based on the study result of predecessors, analyzes the potential tourist＇s perception tourism image of guilin, experience and the relationship between the two factors. The resolute is that Guilin＇ popularity in the in ternational tourism market reaches as high as 84.8%, the evaluation coefficient is 3.5 between ＂general＂ and ＂good＂! the Evalua tion index of experience image about ＂safety＂, ＂friendliness＂, ＂uniqueness＂ are 4.18, 4. 04 and 4. 01 and the Evaluation index a bout ＂mysterious＂ and ＂historical＂ are general; Tourism image of the stereotype effect is remarkable, the perception image and experience image is a positive correlation. Because advertising rejection, the tourism manager should produce a leaven effect on potential tourists in order to form a good perception image of tourism destination.

关 键 词：本底形象 实感形象 桂林 

分 类 号：F592.7[经济管理—旅游管理]