基于IPA法的旅游目的地形象测量与问题诊断——以昆明市为例  

Tourism Destination Image Measurement and Problem Diagnosis Based on the IPA——Taking Kunming city as an Examplem

作　　者：徐尤龙[1,2] 钟晖[2] 田里[2] 

机构地区：[1]桂林理工大学旅游学院,广西桂林541004 [2]云南大学工商管理与旅游管理学院,云南昆明650091

出　　处：《北京第二外国语学院学报》2015年第7期64-69,共6页Journal of Beijing International Studies University

基　　金：云南大学研究生科研创新项目(YNUY201379)

摘　　要：旅游形象测量是诊断旅游目的地问题的有效手段。本文将旅游形象的测量内容分为旅游资源、旅游产品、旅游环境、基础设施与配套、公共管理与服务五大构成要素,共36个测量因子。采用以结构法测量为主、非结构法测量为辅的研究方法。以IPA法为基础,得出昆明市旅游形象整体上的实际表现,需要重点改进的形象因子为住宿、交通、购物、娱乐、环境卫生和旅游宣传。通过问卷调查,识别外地人了解昆明的主要途径和最能代表昆明的旅游景区(点),并对"昆明天天是春天"旅游口号和"春城"称号做了测量,进一步对昆明需要重点改进的6个形象因子存在的主要问题做了问卷调查诊断。Tourism image measurement is an effective way for problem diagnosis of tourism destination. This paper divided the measure- ment of tourism image into five major elements with 6 measurement factors. The research method is mainly structure, supplemented by non- structure measurement. Based on the Importance Performance Analysis （IPA）,the paper concludes that the actual performance of the whole tourism image of Kunming is below the public expectation. The fast priority should be given to the enhancement of the six image factors---accommodation, transportation, shopping, entertainment, sanitation, as well as tourism advertisement so as to improve the tourism image of Kunming. The author also designed a questionnaire for non-local tourists to indicate their impression of the city. The survey measured the theme of ＂It is spring everyday in Kunming＂ and ＂the Spring City＂. The main problems to be solved in the six image factors were also dealt with in the questionnaire.

关 键 词：IPA法 旅游形象测量 问题诊断 昆明 

分 类 号：F59[经济管理—旅游管理]