杭沪苏旅游目的地形象比较研究——以韩国旅游者为例  

The Image Comparison of Tourist Destination in Hangzhou, Shanghai and Suzhou —— A Case of Korean Group Tourists

作　　者：周寒琼[1] 

机构地区：[1]浙江旅游职业学院,浙江杭州311231

出　　处：《中南林业科技大学学报（社会科学版）》2014年第6期19-22,共4页Journal of Central South University of Forestry & Technology（Social Sciences）

摘　　要：旅游目的地形象比较研究有助于正确认识目的地在客源市场的评价和定位。发现虽然杭沪苏旅游目的地在韩国旅游者心目中形象都比较正面,但在形象构成主要因子方面存在明显差异。上海最占优势的是旅游基础设施、购物设施、娱乐和夜生活、服务质量;杭州以自然景观取胜,同时和苏州在历史和文化景观上相仿。因此,城市旅游管理部门和业界应该突出城市特色,丰富产品设计,进行竞合营销。The comparison of tourism destination images can benefit the recognition of the evaluation and position in the target marketing. The study compares the perception, affective, and overall image of the tourist destination image in terms of Hangzhou, Shanghai, Suzhou in the minds of Korean group tourists, draws the conclusion that there are difference among the different groups about concerned image attributes. Shanghai takes advantage of tourism infrastructure, shopping facilities, entertainment, and service quality; Hangzhou is good at natural scenery and similar of historical and cultural attractions with Suzhou. Therefore, the tourist destination governments and businessmen should focus on the city characteristics, diversify the tourist product, and cooperate with each other.

关 键 词：旅游目的地形象 比较 杭沪苏 韩国旅游者 

分 类 号：F59[经济管理—旅游管理]