智慧旅游背景下旅游目的地形象评价研究——以江苏镇江为例  

Research of tourism destination image evaluation under background of wisdom travel——take Jiangsu Zhenji ang as example

作　　者：孙晓阳[1] 樊茗玥[2] 

机构地区：[1]江苏大学财经学院 [2]江苏大学管理学院,江苏镇江212013

出　　处：《特区经济》2014年第12期143-146,共4页Special Zone Economy

基　　金：江苏省社科基金项目(13XZB012);江苏省教育厅统计应用研究基地资助项目

摘　　要：智慧旅游是江苏省旅游业发展的新引擎,利用智慧旅游建设提升旅游目的地形象,对当前苏南建设现代化旅游示范区具有重要的理论与实践意义。本文在构建旅游目的地形象评价体系的基础上,采用验证性因子分析和重要性——感知表现分析(IPA)对镇江旅游目的地形象进行了研究并提出对策建议。结果发现,镇江旅游发展整体上有一定的上升空间;旅游目的地城市整体观感、餐饮功能、当地人文环境和旅游项目可选项等尤其需要进一步改进。The smart tourism is a new engine in the development of tourism industry in Jiangsu province. It is of importance to promote the tourism destination image based on smart tourism during the period of constructing the demonstration area of modernized tourism in south of Jiangsu. After defining the evaluation index system of tourist destination image, it is necessary to analyze the tourism destination image of Zhenjiang by using factor analysis and importance-performance analysis （IPA） and then give some advices. The result shows that the development of tourism industry in Zhenjiang could be improved a little more, and some indexes such as general impression of tourist destination, dining experience, local cultural environment, and tourism project need to be changed as soon as possible.

关 键 词：智慧旅游 目的地形象 IPA 镇江 

分 类 号：F592.7[经济管理—旅游管理] F49[经济管理—产业经济]