游客视角下的旅游景区形象屏蔽作用机理研究  

Study on Action Mechanism of Tourist Attractions Image Shielding under the Tourists' Angle

作　　者：俞飞[1] 

机构地区：[1]安徽农业大学经济管理学院,合肥230036

出　　处：《地域研究与开发》2014年第1期58-62,98,共6页Areal Research and Development

基　　金：安徽省教育厅人文社会科学研究项目(SK2012B164)

摘　　要：屏蔽是一种遮挡现象,由于形象屏蔽的存在,一些旅游景区的发展往往陷入困境。"景区形象"从理论上说是可以塑造的,但实际中存活于人们心目中的只是景区的"感知形象",人们依据感知形象做出相关决策。景区形象的屏蔽实质上就是景区感知形象的屏蔽。在人们感知景区的过程中,会经历原生性、决策性、实地性等不同阶段上的感知形象屏蔽。不同阶段的感知形象屏蔽的作用机理也有所不同,分别通过形象认知类化、感知效用优化以及符号传递内化等发生作用。相关景区应从人们感知景区的不同阶段采取针对性措施来避免感知形象屏蔽发生的负面作用。Shielding is an obscuring phenomenon. Because of the image shielding, the development of the tourist attractions often gets into trouble. The tourist attractions＇ image theoretically can be shaped, but in reality, only perceptive image of the tourist attractions survived in the minds of people, and people＇ s decision-making based on perceptive image. The image shielding of the tourist attractions is essentially a perceptive image masking. In the perception process of tourist attractions, people will experience the original, decision-nmking, practicality of perceptive image shielding of the tourist attractions in different stages. The action mechanism of the tourist attrac- tions＇ image shielding is affected through the assimilation of image cognition, optimization of perceived usefulness, and the internalization of the symbol transferring. Tourist attractions can take targeted measures correspond to differ- ent stages of people＇ s cognition to avoid the negative effects of perceptive image masking.

关 键 词：游客 旅游景区 感知形象 形象屏蔽 作用机理 

分 类 号：F59[经济管理—旅游管理]