五粮液酒文化旅游感知形象的实证研究  

An Empirical Study on Destination Image of Wuliangye Liquor Culture Tourism

作　　者：解巍[1] 

机构地区：[1]宜宾学院经济与管理学院,四川宜宾644000

出　　处：《酿酒科技》2016年第9期131-134,136,共5页Liquor-Making Science & Technology

基　　金：四川省哲学社会科学"十二五"规划2014年度基地项目"四川酒文化旅游感知形象测量;评价及改进措施--以中国酒都宜宾为例";编号SC14E100

摘　　要：旅游感知形象对酒文化旅游发展具有重要意义,但目前关于酒文化旅游感知形象的实证研究却很有限。通过问卷调查,运用因子分析、均值比较、方差分析等方法探索性地研究游客对五粮液酒文化旅游的感知形象,包括认知形象、情感形象和意动形象,确定了影响认知形象的主导因子,对不同群体酒文化旅游感知形象的差异进行了分析,最后提出了塑造和提高五粮液酒文化旅游感知形象的建议:重视酒文化旅游产品的开发,提高游客体验;改善酒文化旅游的功能配套服务;重视潜在市场,提高年轻人群体对酒文化旅游的满意度;超强定位五粮液酒文化旅游形象,激发游客动机。Tourist destination image is very important for liquor culture tourism, but there are few empirical studies on this topic. Based on questionnaire survey, we used factor analysis, mean comparison and variance analysis to study the destination image of Wuliangye liquor culture tourism, including cognitive image, affective image and conative image. We identified the main factors influencing the cognitive image, and analyzed the destination image differences among different tourist groups. Finally, some suggestions were proposed to improve the destination image of Wuliangye liquor culture tourism, including developing liquor culture tourism products, improving tourists＇ experience, improving supporting services, focusing on potential market, catering to the young generation, determining the orientation of Wuliangye liquor culture tourism image and motivating tourists.（Trans, by HUANG Xiaoli）

关 键 词：酒文化 旅游 感知形象 五粮液 

分 类 号：TS971[轻工技术与工程] F592.7[经济管理—旅游管理]