文化遗产地旅游形象策划及实证研究——基于形象感知偏差测量视角  

The Tourism Image Planning Model and Empirical Research of the Cultural Heritage:Based on the Measurement of the Image Perception Deviation

作　　者：陶长江[1] 程道品[2] 王颖梅[3] 

机构地区：[1]四川农业大学旅游学院,成都611830 [2]广西梧州学院工商管理系,广西梧州543002 [3]成都农业科技职业学院经管分院,成都611130

出　　处：《重庆师范大学学报（自然科学版）》2013年第5期120-127,共8页Journal of Chongqing Normal University:Natural Science

基　　金：四川旅游发展研究中心项目(No.LYC13-24);四川农业大学院级双支计划项目(No.34270020);国家社科基金重大招标项目(No.08XJY024)

摘　　要：基于文化遗产地旅游形象的特殊性,引入形象感知偏差测量方法,拟定感知偏差测量指标体系,构建文化遗产地旅游形象策划模型。通过对都江堰市的实证研究表明:该市作为文化遗产地,旅游形象感知偏差指数为0.700,现实游客、潜在游客、当地居民和旅游中介对都江堰市形象感知程度低,感知偏差比较大。为此,提出都江堰市的旅游形象定位应立足于世界文化遗产地,充分发挥都江堰市的气候、生态优势,将文物古迹、山水风景加以组合,打造国内一流的世界遗产旅游度假地。Based on the tourism image particularity of cultural heritage, the paper introduces a measurement method of the image perception deviation, develops the measurement index system of the image perception deviation, and builds tourism image planning model of the cultural heritage. This essay researches the Dujiangyan City and shows that： as a world heritage, the bias index of the Dujiangyan tourism image perception is 0. 700, the real tourists, potential-tourists, local residents and tourism intermediaries have low perception level to the image, and relatively large perception bias. So tourism image of the Dujiangyan should be based on the world cultural heritage sites. It should take advantage of the climate and ecology, and combine the monuments, landscapes and rural beauty to create the first-class tourist resort of world heritage in our country.

关 键 词：文化遗产地 旅游形象策划 感知偏差测量 都江堰市 

分 类 号：F59[经济管理—旅游管理] O212.1[经济管理—产业经济]