The Study on Tourist Destination Tourism Image Perception and Evaluation in Xi'an City  

西安市旅游目的地旅游形象感知与评价研究(英文)

作　　者：王东红[1] 李开宇[1] 郝凤娇 孙鹏[1] 姚蓉[2] 

机构地区：[1]西安外国语大学旅游学院人文地理研究所,陕西西安710128 [2]中共陕西省委党校陕西经济研究所,陕西西安710061

出　　处：《Agricultural Science & Technology》2013年第9期1285-1288,1343,共5页农业科学与技术（英文版）

基　　金：Supported by National Social and Science Foundation of China(13XSH017);Humanities and Social Sciences Research Foundation of the Ministry of Education(10YJAZH041);Social Science Foundation of Shaanxi(12D271)~~

摘　　要：[Objective] The aim was to explore the tourist destination image measurement method, and have an empirical study on Xi＇an City. [Method] With combination of non-structural and structured approach to design questionnaires, tourism image of Xi＇an was explored using the SPSS software from both the qualitative and quantitative analyses. [Result] Xi＇an tourism images serve a heritage historical monuments atmosphere with the Terracotta Warriors, City Wall, Big Wild Goose Pagoda,Huaqing Hot Springs, presenting a positive feeling among tourists in general. In the dissemination of travel, tourism infrastructure construction, tourism transportation,travel services have negative effects on the image of Xi＇an tourism. [Conclusion]The evaluation on the tourism resources is highly spoken of by tourists than the scenic spot, indicating that despite high visibility of tourism resources in Xi＇an, it has not formed strong core competitiveness and a complete tourism industrial chain. It is necessary to take the right marketing strategies to enhance tourist familiarity to Xi＇an. Tourists demands, therefore, should be well considered in developing Xi＇an scenic spots and new tourism products and projects be focused on to improve tourists＇ satisfaction.[目的]探讨旅游目的地形象测量的方法,并以西安市为例进行实证研究。[方法]运用非结构化和结构化方法设计调查问卷,运用SPSS软件进行评价分析西安市旅游形象的感知特征与存在问题。[结果]西安的旅游形象显著表现为文物历史古迹氛围,以兵马俑、城墙、大雁塔、华清池等为主要载体,总体上呈积极性。旅游传播、旅游基础设施建设、旅游交通、旅游服务等方面对西安旅游形象的塑造具有一定的负面影响。[结论]游客对旅游资源评价高于景区评价,表明西安的旅游资源虽具有较高知名度,但缺乏形成强有力的核心竞争力和完整的旅游产业链,需要采取正确的营销策略以提高旅游者对西安的熟悉度,西安旅游景区的发展须要关注旅游者需求变化,注重新的旅游产品和项目开发,增强游者满意度。

关 键 词：Tourism destination Image perception Structural method Non-structural method Xi＇an 

分 类 号：F592.7[经济管理—旅游管理]