基于IPA理论的旅游目的地形象提升研究——以新疆可可托海为例  

Promotion of tourism destination image based on IPA theory——A case of Xinjiang Keketuohai

作　　者：邓新芳[1] 金海龙[2] 秦燕[1] 冯玲玲[3] 

机构地区：[1]新疆工程学院,乌鲁木齐830091 [2]琼州学院旅游管理学院,三亚572022 [3]伊犁职业技术学院,伊宁835600

出　　处：《干旱区资源与环境》2015年第6期196-201,共6页Journal of Arid Land Resources and Environment

基　　金：新疆工程学院科研基金项目(2012XGZ421412)资助

摘　　要：依据新疆可可托海景区游客满意度调查问卷获得数据,应用IPA理论对可可托海旅游目的地形象内在原因进行分析。通过因子分析得出构筑可可托海旅游目的地形象的要素包括旅游基础设施、旅游服务、旅游吸引物、旅游外部环境四个方面。通过配对样本T检验、IPA分析对重要性和满意度进行对比分析,发现旅游目的地形象指标的表现性普遍低于重要程度;旅游服务是游客最为关注的内容,旅游外部环境是游客满意度最高的内容;可可托海旅游形象迫切需要提升的因素包括景区交通现状、公共休憩设施、餐饮卫生、旅游商品等。根据可可托海旅游形象存着的优劣势,提出可可托海旅游形象的提升策略。According to the data from tourist satisfaction questionnaires on Xinjiang Keketuohai,and by applying the IPA theory the internal reason for Keketuohai＇s tourism destination image was analyzed. The factor analysis showed that the factors could build a tourism destination image of Keketuohai included tourism infrastructure,tourism services,tourism attraction and tourism external environment. Through paired samples T-test and IPA analysis of the importance and satisfaction,we found that the performance of tourism destination image index was generally lower than the degree of importance. Tourism services were mostly concerned by tourists,and the external environment of tourism got a good score in the evaluation of tourist satisfaction. The factors needed to enhance urgently in Keketuohai tourism image including scenic transportation,public recreational facilities,food hygiene,tourist commodities,etc. According to the advantages and disadvantages of Keketuohai＇s tourism image,we proposed the strategy to enhance Keketuohai tourism image.

关 键 词：旅游目的地形象 可可托海 IPA理论 

分 类 号：F590[经济管理—旅游管理]